---
title: "STP (Segment, Target, Promote)"
description: "A short route to choosing a market and reaching it."
canonical: https://tomsharman.com/bookshelf/the-great-ceo-within/stp-segment-target-promote/
updated: 2026-11-03
---

# STP (Segment, Target, Promote)

> A short route to choosing a market and reaching it.

Matt Mochary's framework, from The Great CEO Within, pp. 31 to 103.

Framework 13 of 15 from [The Great CEO Within](https://tomsharman.com/bookshelf/the-great-ceo-within/index.md) by Matt Mochary. Category: Leadership.

## The steps

1. **Segment.** Brainstorm all markets, narrow to the top 5 to 10 by CAC, LTV, TAM and values fit, then do primary research and pick one beachhead.
2. **Target.** Define the end user and decision-making unit, write one Persona and map the Full Life Cycle.
3. **Promote.** Only after product market fit, market where the persona's eyeballs are and tie every spend to quantitative results.

## Where it comes from

From chapter: Chapter 22: Key Performance Indicators (KPIs), pp. 31–103

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/the-great-ceo-within/stp-segment-target-promote.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/the-great-ceo-within/stp-segment-target-promote-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/the-great-ceo-within/stp-segment-target-promote.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/the-great-ceo-within/stp-segment-target-promote-dark.png