IntroductionDistinguish a bunch of people who didn’t realize they were all in the same group. This can give people a sense of culture, but be careful not to patronize, diminish, or offend.ParagraphsReason to segmentFavorable title to groupGlorify their magicExamplesTurbotax “All People Are Tax People”Google “The Most Searched”BBH “The Power of Difference”Puma “After Hours Athlete” Keys to Success1. Thing 1 — It should be about this long2. Something else — Could also be this long, too3. Third thing — You’ll have to feel it out as you go