In the example for the 7-step approach (used in the text), it's useful to consider what people in each segment want, but it's useless to consider what they don't want because it will have no bearing on whether that segment is profitable for the firm.

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Understanding what people in each segment don't want can help a firm avoid wasting resources on features or services that won't appeal to its target market, thereby improving profitability by focusing on what truly matters to its customers.

In the Example for the 7-Step Approach (Used in the Text)