It's All About Gestalt

When assessing a market space. When creating product strategy. When defining a product feature set.

Customers are attracted to, and buy the whole thing, not the parts. 

So, go ahead and segment the market, but look holistically at its needs. Set your strategy, but do it by creating synergy among the full set of business activities needed to drive it. Pick product features, but evaluate the mix in terms of how they all come together to convey unified value.

If you always make decisions based upon the ‘whole’, the parts will seldom disappoint.

Bill Haines