I feel uncomfortable putting people into measurable markets for design and business purposes while also realizing that I nor anyone else wants to be stereotyped or sold.

I acknowledge the need for focus in marketing and the clarity that a target market can bring to all business efforts. But I also feel that the moment I reduce the customer to a list of predictable hobbies or habits for the sake of business is the moment I've forgotten that like me they too are a person. Complex, emotional, unique and valuable in and of themselves.

I reject the advertising strategy that suggests my life is incomplete or undesirable without "x". Afternoon, for-profit universities are the worst. Luxury cars too. Its just not true. And it only propagates consumerist tendencies. I am an American, free market, capitalist. I love to compete! (stereotypes for amusement purposes only) But the reality is I'm never gonna keep up with the Jones'. My real worth is not measured by how much I own or by how much I produce.

The irony of course is that we are all target markets in some way. Everyone is being sold something. But seeing a customer as a person, like me, really ought to elevate the bar for business excellence. Instead of letting the "market" decide whether it's good or bad, I should ask myself would I buy what I'm selling?

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