SHIFT HOW WE DEFINE MARKETSTRADITIONAL MARKET NEEDS BASED MARKETDEFINED AS THE GROUP OF THE GROUP OF PEOPLE AND THEACTUAL AND POTENTIAL BUYERS. JOB THEY ARE TRYING TO GET DONE. The fact that youre 18 to 35 we want to understand what years old with a college causes PEOPLE to buy a degree does not cause you product, not whats to buy a product correlated with it. originates from originates from COMPETITION or AN WHAT A NEED IS AND INTERNAL VIEW OF WHY CUSTOMERS CUSTOMER need. MAKE THAT CHOICE.