The first chapter of Tamar Adler's masterpiece An Everlasting Meal is about how to boil water.

Not gourmet techniques. Not molecular gastronomy. Just water, salt, heat—and a few gentle nudges to think differently…

I have been telling this story at conferences for twenty-five years.

Not as a war story about a famous client. But because it crystallised something I have never been able to un-see.

Segmentation is dead. Long live Segmentation. Five Principles for modern segmentation that will make you reconsider.