---
title: "Cohorts with teeth"
description: "Seven considerations for defining the segments you make content for."
canonical: https://tomsharman.com/bookshelf/day-trading-attention/cohorts-with-teeth/
updated: 2026-11-03
---

# Cohorts with teeth

> Seven considerations for defining the segments you make content for.

Gary Vaynerchuk's framework, from Day Trading Attention, pp. 46 to 123.

Framework 2 of 6 from [Day Trading Attention](https://tomsharman.com/bookshelf/day-trading-attention/index.md) by Gary Vaynerchuk. Category: Content and packaging.

## The steps

1. **Define cohorts with teeth.** Choose specific segments by age, place and interest rather than broad buckets.
2. **Think of cohorts like an accordion.** Add, remove and adjust segments as comments and analytics show who responds.
3. **Consider the business objectives.** Double down on segments that already buy and add ones you need to grow into.
4. **Define a high volume of cohorts.** Make many segments so each piece of content can be sharper and more relevant.
5. **Let creative hit multiple cohorts.** Treat cohort labels as hypotheses and do not be crippled when content fits several.
6. **Consider but do not overthink media addressability.** Remember that platforms may serve your ads to better segments than the ones you targeted.
7. **Consider subcultures, life stage and psychographics.** Use affinities, life stages and cultural trends as well as demographics.

## Where it comes from

From chapter: Part 3: The Core Variables, pp. 46–123

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/day-trading-attention/cohorts-with-teeth.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/day-trading-attention/cohorts-with-teeth-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/day-trading-attention/cohorts-with-teeth.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/day-trading-attention/cohorts-with-teeth-dark.png