5 Surprising Things That Happen To Your Body When You Don’t Get Enough Sleep

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Even before the pandemic, more than a third of Americans weren’t getting the recommended seven plus hours of nightly sleep that industry professionals recommend. Add the stress of everyone’s new reality, and, by certain estimates, 68% of Americans say they just aren’t getting enough rest.

While you’re probably aware of some of the issues, like mental fog, that can arise when you don’t get enough rest, you may not be aware that your snoozing habits may impact all sorts of unexpected things—think: how well your heart pumps blood, and even your sex drive.

“Most of the systems in our body are predicated on some process of renewal or need for sleep,” explains board-certified sleep medicine researcher W. Christopher Winter, MD, the author of The Sleep Solution: Why Your Sleep Is Broken and How to Fix It. “Sleep is a fundamental aspect of our thinking, our ability to function, and our immune system. It impacts pretty much everything we need to survive.”

So turn off your phone, close the shades, and hop into bed early tonight. If you don’t, here’s how a lack of sleep may impact your body.

1. It can hurt your immune system.

“There’s a very strong link between sleep and the immune system in general,” says Michael Awad, MD, chief of sleep surgery at Northwestern Medicine and chief medical officer of Peak Sleep. “The body repairs just about every cell in the body when it comes to sleep. Sleep deprivation lowers the body’s ability to mount an immune response.”

Sleep loss is linked to a higher risk of infection, according to the Centers for Disease Control and Prevention (CDC). One study published in JAMA found that restricting a person’s sleep for four hours a night for six days, followed by sleeping 12 hours a night for seven days, can lead to a greater than 50% decrease in the production of antibodies to a flu vaccine. Basically, your body just can’t mount the usual immune response when you’re wiped out.

Lack of sleep can also lower your immune system’s ability to fight tumor cells and lead to the generation of inflammatory cytokines. These proteins are secreted by the immune system and can cause the development of metabolic and cardiovascular disorders.

2. It can raise your risk of heart disease.

One study of nearly 117,000 people published in the European Heart Journal found that people who slept less than six hours a night were at a greater risk of developing heart disease than their well-rested counterparts. And getting irregular sleep—that is, having no consistent bedtime and wake time—can raise your risk of having some kind of cardiovascular event, including stroke, congestive heart failure, and coronary heart disease, according to a study published in the Journal of the American College of Cardiology.

There are a “tremendous number of mechanisms” at play here, Dr. Winter says. “When you are sleep deprived or have fragmented sleep, your blood vessels lose, to some extent, the ability to expand and contract to regulate things,” he says. People also tend to be at a higher risk of developing high blood pressure when they don’t get enough sleep, Winter says, which can be tough on your heart.

Sleep deprivation can also increase cholesterol levels and general inflammation throughout your body, leading to the formation of plaque in the blood vessels, Dr. Awad says. “When blood vessels start to form plaque, the heart has to work harder,” he explains.

3. It can lower your sex drive.

There are a lot of reasons for this, Dr. Winter says. “When you’re fatigued, your brain prioritizes getting sleep over other things,” he says. But Dr. Winters says other chemicals that are important for sexual performance and arousal, such as oxytocin, can be lowered by sleep deprivation.

One study in JAMA restricted 10 men’s sleep for a week and found that the levels of the sex hormone testosterone in their bodies decreased by up to 15%. (Testosterone is a hormone that can fuel a person’s sex drive.) The reverse is also true: Another study published in JAMA found that people who got more sleep than usual were more likely to have sex the next day. Meaning, if you hit the hay earlier, you just might be up for a little something extra.

4. It can raise your risk of weight gain.

There are a few reasons for this. One is that people “tend to make bad eating decisions when they’re tired,” Dr. Winter says. People are also typically more sedentary and less likely to work out when they’re tired, which also can lead to weight gain, he says.

Research published in the journal Sleep found that people with restricted sleep had altered levels of endocannabinoids, one of the chemical signals that affect appetite, and the brain’s reward system. The researchers also discovered that when people were sleep-deprived, they ate more and unhealthier snacks between meals, at the same time that endocannabinoid levels were at their highest.

Older research has also found that women who get less sleep tend to weigh more than their better-rested counterparts, likely for the reasons above, Dr. Winter says.

5. It can increase your risk for developing diabetes.

There’s a direct correlation between lack of sleep and diabetes, Dr. Awad says. It’s due to your body’s ability to regulate insulin, a hormone produced in the pancreas that controls your blood sugar, he says. “Lack of sleep reduces the production of insulin from the pancreas and decreases gluten tolerance,” Dr. Awad says. “Cells are then less effective at using insulin, and that can lead to the development of diabetes.”

To be clear: Sleep deprivation isn’t cited by the National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK) as a potential cause of diabetes, but insulin resistance—which can be caused by lack of sleep—is.

How to Finally Get More Shut-Eye

If you’re struggling with sleep, Dr. Winter recommends first trying to prioritize rest and practicing good sleep hygiene. That includes the following, per the CDC:

  • Go to bed at the same time each night and get up at the same time each morning, including on weekends.
  • Make sure your bedroom is quiet, dark, relaxing, and at a comfortable temperature.
  • Remove electronic devices, such as TVs, computers, and smartphones, from your bedroom.
  • Avoid large meals, caffeine, and alcohol before bed.
  • Exercise regularly. Being physically active during the day can help you fall asleep more easily at night.

If these tried-and-tested tips don’t help, Dr. Awad says it’s a good idea to talk to your doctor about what else you can do to get the rest your body needs.

By: Korin Miller

Source: 5 Surprising Things That Happen to Your Body When You Don’t Get Enough Sleep

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3 Scams That Can Part You From Your Money

That sad-sounding email may not be on the level…getty

Financial trickery is an ongoing problem, and it’s amazing how successful it often is. Rick Kahler, president of Kahler Financial Group in Rapid City, S. D., has an eagle eye for such frauds. Here are his tips to avoid being gulled.

Larry Light: Ours is a cynical age. You’d think people would be more wise to attempted cons.

Rick Kahler: Financial scams and con artists have probably been around at least as long as people have been using money. In the past when I read stories about scams, I often wondered how people could be so gullible. I assumed that the victims of fraud were the vulnerable elderly or less educated, had suffered a recent loss of a loved one, or were isolated. This is not necessarily the case.

While some data suggests that one in five of those over age 65 have been targeted by email scammers, being scammed can happen to anyone. Nobody is immune to fraud, and sometimes people simply fall for scams due to the psychological techniques employed by fraudsters. Often, their strategies are meant to take advantage of our desire to give.

Light: What are some of the most widely used scams?

Kahler: Shipping and mailing is a big one. If you’re sending gifts, be suspicious if you get an email or text message that appears to be from UPS, FedEx or the U.S. post office. One scam involves sending messages that you need to pay a fee for a missed delivery, which is an attempt to lure you to a fake website that asks for your credit or debit card information.

Hang onto receipts that include tracking numbers in case you need to find a misdelivered package. It’s also a good idea to let recipients know the tracking number and the expected date of delivery to help them guard against packages being stolen by porch pirates.

Mail checks or gift cards at the post office or a drop box rather than putting them in your home mailbox. A friend of mine had thieves steal a check out of her mailbox, alter the payee and amount, and try to cash it at her bank. Fortunately, an alert teller refused the transaction and also called the police with information about the thieves’ car, and they were caught. Stolen checks can also be used for identity theft or sold on the dark web.

Light: Yikes. What else?

Kahler: Then there’s the family-member-in-need scam. A standard phone scam targeting grandparents is the call from someone claiming to be “your oldest grandson,” who is in trouble and needs money urgently. A related method sends random text messages pretending to be a family member who has lost their phone. If a parent responds to a text saying “this is my new number,” the scammer then asks for money because of some problem related to losing their phone.

In cases like this, you want to be like one of my clients who got the “grandma, I’m in trouble” phone call. Her oldest grandson has a distinctive voice, so she knew immediately that the call was phony. Instead of responding with the grandson’s name, which is what the scammer hopes for, she just said, “Oh?” and waited. “I won,” she later said proudly, “The scammer hung up on me!”

Light: That’s good to hear. Emotions are great weapons for these crooks.

Kahler: Charitable giving scams depend on that. Scammers may pose as well-known legitimate charities or use fake names similar to those of real organizations. They might also take advantage of our desire to help by inventing stories of children with acute illnesses or using current events like the war in Ukraine or natural disasters.

Be alert for charities with unfamiliar names, websites that don’t look quite right and texts or emails from unverified sources. Instead of responding to an unsolicited message asking for donations, do your own search for a legitimate charity’s website and initiate your donation there.

Where scammers are concerned, suspicion is a good idea.

Source: 3 Scams That Can Part You From Your Money

.

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7 Things To Do Every Night To Support Healthy Aging

Falling asleep at the same time every night can support healthy aging. Image Credit: Sergey Dementyev/iStock/GettyImages

1. Keep a Consistent Bedtime

“Going to bed at the same time every night is part of good sleep hygiene and can help promote good sleep patterns and regularity,” Dr. Rivera says.

This nighttime routine can play a significant role in long-term health as “there are strong correlations between quality of sleep and healthy aging,” Dr. Rivera says.

For one, sleep supports the immune system, she says. In fact, quality sleep may enhance the effectiveness of your body’s T cells, a type of white blood cell that helps fight infection, according to a February 2019 study published in the Journal of Experimental Medicine.

The opposite is true, too. If you log insufficient shut-eye, your immune defenses decrease. Meaning, you’re more likely to catch a cold and stay sick for longer when sleep deprived, per the Mayo Clinic.

Over time, lack of sleep can also increase your risk for obesity, diabetes and cardiovascular disease, thereby sabotaging the healthy aging process, according to the Mayo Clinic.

Poor sleep can even prevent your brain from optimal functioning, affecting mood, cognition and energy, Dr. Rivera adds.

Indeed, the structural and physiological processes that take place in the brain during sleep play an important role in memory consolidation and your ability to learn, problem solve and focus — all things necessary for your aging brain, according to Harvard Health Publishing.

2. Build Other Healthy Sleep Hygiene Habits

A consistent bedtime is just one piece of the sleep puzzle that promotes healthy aging. Other sleep hygiene habits are equally important if you want to age gracefully.

“Good sleep hygiene is essential to achieve the highest quality of sleep possible,” Dr. Rivera says. Her top sleep hygiene tips are:

  • Keep your bedroom environment cool, quiet and dark
  • Avoid TV, reading and work in bed as these activities are stimulating (the same goes for scrolling on your phone)
  • Limit alcohol and caffeine before bed

More Sleep Hygiene Habits

Already following the strategies shared by Dr. Rivera? Try these additional tips, per Harvard Health Publishing

  • Use eye masks to block light
  • Try white noise machines or earplugs to block noise
  • Incorporate a relaxing pre-bed ritual such as taking a hot bath or meditating
  • Ditch (or limit) daytime naps to ensure you’re sufficiently sleepy at bedtime
  • If you can’t fall or stay sleep, get out of bed and do something that may make you drowsy (like listening to calming music) for 20 minutes before trying to go back to sleep

Sleep hygiene becomes even more crucial as we age. That’s because the “physiologic changes that occur with aging that may affect sleep for older adults,” Dr. Rivera says.

Indeed, older adults are more prone to problems falling and staying asleep. In advanced age, we tend to spend fewer hours in deep sleep.

We’re ​also​ more likely to struggle with sleep disorders (such as insomnia or restless legs syndrome) or sleep-sabotaging discomfort/pain related to chronic illnesses, according to the U.S. National Library of Medicine.

3. Eat a Healthy Snack Before Bed

If you normally get the munchies when the moon’s up, the snack choices you make can either help lengthen or limit your longevity.

For instance, a diet abundant in added sugars can contribute to chronic inflammation in the body, which is associated with serious health conditions like heart disease, obesity, cancer and diabetes, per Harvard Health Publishing. (Sorry to say, but you might want to reconsider that nightly ice cream cone or candy bar.)

Besides, sugary foods or those high in carbohydrates might negatively impact sleep, Dr. Rivera adds.

That’s exactly what an August 2019 study published in the ​​American Journal of Lifestyle Medicine​​ concluded. Researchers found that higher daily sugar intake was linked to lower sleep quality. (This study included 100 females between the ages of 19 and 23, however, the finding can apply to all ages.)

Tip

If your sweet tooth strikes before you hit the hay, Dr. Rivera recommends choosing healthier, nutrient-dense snacks such as fruit, nuts or low-fat yogurt.

4. Stretch

Stretching is a great addition to the nighttime routine that might ease the aging process.

Not only does a quick stretch before bed help reduce stress and increase relaxation (which are both beneficial for boosting sleep quality), but it can also aid in alleviating common aches and pains that come with age.

For example, “leg cramps are common complaints that often disrupt sleep for older adults,” Dr. Rivera says. In fact, nearly a third of adults above age 60 will experience at least one of these painful, involuntary muscle contractions in the calf, foot or thigh every two months, according to the Cleveland Clinic.

Leg cramps are more common as we get older because our tendons — the connective tissues that link muscles to bones — shorten as we age, per the Cleveland Clinic. Stretching can help offset some of this tightness and help limit leg cramps.

What’s more, nighttime stretching can help lower your risk of injuries and falls, in particular. This is especially important for healthy aging since every year, a quarter of older Americans will take a spill, and a fifth of these falls will result in a serious injury, such as broken bones or head trauma, according to the CDC.

5. Practice Single Leg Balance While Brushing Your Teeth

Standing on one leg while brushing your pearly whites before bed? OK, hear us out: Though it may sound strange, the simple act of shifting your weight to one leg while brushing your teeth is a wonderful way to support healthy aging.

Standing on one leg demands a level of balance. In fact, many daily tasks — from climbing stairs to stepping over a puddle — involve single leg balance. So, even if balance is not a primary goal while you’re young, the skill will be fundamental for independent living as you age.

Balancing exercises — like standing on one leg while brushing your teeth — can also help reduce your fall risk, per the CDC. The exercise also requires multitasking and coordination, which can benefit your brain, too. And that’s super helpful for healthy aging. The more often you challenge your brain with new and engaging tasks, the longer it’ll continue to perform at its best, according to the University of Utah.

Tip

Remember to practice balancing for equal time on both legs (think: stand on one leg while you brush one side of your mouth, then switch to the other when you brush the opposite side).

6. Floss Your Teeth

While we’re on the subject of dental hygiene, flossing is another fantastic pre-bed ritual to add to your nighttime routine to promote the process of healthy aging.

Taking care of your teeth by flossing (and brushing twice) daily can keep bacteria that breeds in your mouth from reaching dangerous levels, which could cause serious oral infections, including gum disease, according to the Mayo Clinic.

How is this linked to longevity?

Overgrowth of bad oral bacteria, and inflammation from severe gum disease, may have harmful effects on overall health. More specifically, they may contribute to the development of diseases such as heart disease, clogged arteries, stroke, endocarditis (when the inner lining of your heart chambers or valves becomes infected) and pneumonia, per the Mayo Clinic.

Warning

If you experience pain and bleeding when flossing your teeth, you may have the beginnings of gingivitis or oral gum disease. Contact your dentist to make an appointment. Treatment may involve medicated toothpaste, rinses and soft-bristled toothbrushes.

7. Take a Walk After Dinner

Staying healthy in old age may simply require taking a few small steps — literally.

Going for short light-intensity walks after a meal can help decrease glucose spikes and improve blood sugar metabolism, according to a February 2022 systematic review and meta-analysis published in Sports Medicine. And we mean short — just aim for two to five minutes.

This is good news for people who must closely manage blood sugar levels, like those with diabetes or an insulin resistance. Just a small walk can work wonders for your cardiometabolic health and as a result, help to lengthen your lifespan.

Source: 7 Things to Do Every Night to Support Healthy Aging | livestrong

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Hydration Linked With Lower Disease Risk, study finds

You may know that being adequately hydrated is important for day-to-day bodily functions such as regulating temperature and maintaining skin health. But drinking enough water is also associated with a significantly lower risk of developing chronic diseases, a lower risk of dying early or lower risk of being biologically older than your chronological age, according to a National Institutes of Health study published Monday in the journal eBioMedicine.

“The results suggest that proper hydration may slow down aging and prolong a disease-free life,” said study author Natalia Dmitrieva, a researcher in the Laboratory of Cardiovascular Regenerative Medicine at the National Heart, Lung and Blood Institute, a division of NIH, in a news release.

Learning what preventive measures can slow down the aging process is “a major challenge of preventive medicine,” the authors said in the study. That’s because an epidemic of “age-dependent chronic diseases” is emerging as the world’s population rapidly ages. And extending a healthy life span can help improve quality of life and decrease health care costs more than just treating diseases can.

The authors thought optimal hydration might slow down the aging process, based on previous similar research in mice. In those studies, lifelong water restriction increased the serum sodium of mice by 5 millimoles per liter and shortened their life span by six months, which equals about 15 years of human life, according to the new study. Serum sodium can be measured in the blood and increases when we drink less fluids.

Using health data collected over 30 years from 11,255 Black and White adults from the Atherosclerosis Risk in Communities study, or ARIC, the research team found adults with serum sodium levels at the higher end of the normal range — which is 135 to 146 milliequivalents per liter (mEq/L) — had worse health outcomes than those at the lower end of the range. Data collection began in 1987 when participants were in their 40s or 50s, and the average age of participants at the final assessment during the study period was 76.

Adults with levels above 142 mEq/L had a 10% to 15% higher chance of being biologically older than their chronological age compared with participants in the 137 to 142 mEq/L range. The participants with higher faster-aging risk also had a 64% higher risk for developing chronic diseases such as heart failure, stroke, atrial fibrillation, peripheral artery disease, chronic lung disease, diabetes and dementia.

And people with levels above 144 mEq/L had a 50% higher risk of being biologically older and a 21% higher risk of dying early. Adults with serum sodium levels between 138 and 140 mEq/L, on the other hand, had the lowest risk of developing chronic disease. The study didn’t have information on how much water participants drank.

“This study adds observational evidence that reinforces the potential long-term benefits of improved hydration on reductions in long-term health outcomes, including mortality,” said Dr. Howard Sesso, an associate professor of medicine at Harvard Medical School and associate epidemiologist at Brigham and Women’s Hospital in Boston, via email. Sesso was not involved in the study.

However, “it would have been nice to combine their definition of hydration, based on serum sodium levels only, with actual fluid intake data from the ARIC cohort,” Sesso added.

Biological age was determined by biomarkers that measure the performance of different organ systems and processes, including cardiovascular, renal (relating to the kidneys), respiratory, metabolic, immune and inflammatory biomarkers.

High serum sodium levels weren’t the only factor associated with disease, early death and faster aging risk — risk was also higher among people with low serum sodium levels. This finding is consistent with previous reports of increased mortality and cardiovascular disease in people with low regular sodium levels, which has been attributed to diseases causing electrolyte issues, the authors said.

The study analyzed participants over a long period of time, but the findings don’t prove a causal relationship between serum sodium levels and these health outcomes, the authors said. Further studies are needed, they added, but the findings can help doctors identify and guide patients at risk.

“People whose serum sodium is 142 mEq/L or higher would benefit from evaluation of their fluid intake,” Dmitrieva said. Sesso noted that the study did not strongly address accelerated aging, “which is a complicated concept that we are just starting to understand.”

“Two key reasons underlie this,” Sesso said. The study authors “relied on a combination of 15 measures for accelerated aging, but this is one of many definitions out there for which there is no consensus. Second, their data on hydration and accelerated aging were a ‘snapshot’ in time, so we have no way to understand cause and effect.”

Drink enough fluids every day

About half of people worldwide don’t meet recommendations for daily total water intake, according to several studies the authors of the new research cited.

“On the global level, this can have a big impact,” Dmitrieva said in a news release. “Decreased body water content is the most common factor that increases serum sodium, which is why the results suggest that staying well hydrated may slow down the aging process and prevent or delay chronic disease.”

Our serum sodium levels are influenced by liquid intake from water, other liquids, and fruits and vegetables with high water content.

“The most impressive finding is that this risk (for chronic diseases and aging) is apparent even in individuals who have serum sodium levels that are on the upper end of the ‘normal range,’” said Dr. Richard Johnson, professor at the University of Colorado School of Medicine, via email. He was not involved in the study.

“This challenges the question of what is really normal, and supports the concept that as a population we are probably not drinking enough water.”

More than 50% of your body is made of water, which is also needed for multiple functions, including digesting food, creating hormones and neurotransmitters, and delivering oxygen throughout your body, according to the Cleveland Clinic.

The National Academy of Medicine (formerly known as the Institute of Medicine) recommends women consume 2.7 liters (91 ounces) of fluids daily, and that men have 3.7 liters (125 ounces) daily. This recommendation includes all fluids and water-rich foods such as fruits, vegetables and soups. Since the average water intake ratio of fluids to foods is around 80:20, that amounts to a daily amount of 9 cups for women and 12 ½ cups for men.

People with health conditions should talk with their doctor about how much fluid intake is right for them.

“The goal is to ensure patients are taking in enough fluids, while assessing factors, like medications, that may lead to fluid loss,” said study coauthor Dr. Manfred Boehm, director of the Laboratory of Cardiovascular Regenerative Medicine, in a news release. “Doctors may also need to defer to a patient’s current treatment plan, such as limiting fluid intake for heart failure.”

If you’re having trouble staying hydrated, you might need help working the habit into your usual routine. Try leaving a glass of water at your bedside to drink when you wake up, or drink water while your morning coffee is brewing. Anchor your hydration habit to a location you’re in a few times per day, behavioral science expert Dr. B.J. Fogg, founder and director of the Stanford University Behavior Design Lab, previously told CNN.

Source: Hydration linked with lower disease risk, study finds | CNN

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Related contents:

The Impact of Hydration on Disease and Longevity Runners’ World

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‘The Alignment Factor’: Market Alignment With Segmentation and Differentiation

halbergman | Getty Images

A new, ongoing series from the authors of ‘Total Alignment’ continues with a look at how defining a segment and focusing on its needs gets you one step closer to your goals. Businesses small and large are being impacted by the pandemic, and entrepreneurs are not immune. In order to survive and prosper during these difficult times, it might be necessary to reinvest in your business concept and redesign your offerings.

As a successful entrepreneur, you have been aligned with your market, but are you still aligned? Do your customers need the same things as before, with the same mode of delivery? For example, imagine a previously successful restaurant that has lost its customers during the pandemic. Does the owner truly understand the current needs of his customers beyond the menu it used to offer or the ambiance it had created before?

Related: The Alignment Factor’: The Keys to Internal Alignment

What Is Market Segmentation?

In a nutshell, it’s grouping heterogenous people into homogeneous groups, or segments, by some criteria related to their needs. By defining a segment and focusing on the needs of that segment, and aligning products or services with those needs, you have taken steps toward market alignment. The key characteristics of a market segment could be similar customer needs or preferences.

In a company with multiple locations, a segment will likely account for geography, demography and choices people make, the type of services they value and the quality they expect. In a smaller company, it could be a subset of these criteria. Let’s look again at restaurants. Assuming the wearing of masks is a pretty universal requirement, the first pressing issue for owners is how to proceed over the next few months.

Should the restaurant continue to offer inside dining? If so, how do you protect the customers? Usually, this is met by distancing the tables farther apart, requiring the servers to wear masks and hopefully the kitchen staff to wear masks and gloves. But what about the substantial number of people who now want to-go meals? Should they be forced to walk into a restaurant where people are eating (obviously without masks) to pick up the food?

Or, more conveniently, can the restaurant offer to bring the food to the car? What about payment? Does the customer need to enter the dining room and present his credit card? Or can they pay over the phone or on the website when ordering? These issues are not unsolvable, yet many restaurants seem unable to adapt. Perhaps it is a rigidity in the way the owners see their establishments and an unwillingness to re-evaluate the new needs of the market segment they were serving.

It’s crucial to re-evaluate your customers and perhaps re-segment your market in line with the new reality. Otherwise, precious resources can be wasted on activities that are no longer in alignment. Flexibility and creativity at this juncture can mean the difference between success and failure.

What Is Differentiation?

After re-defining your market segments, you will have to identify what is important to customers in a segment likely to buy your product. Value drivers could be cost, quality, features, safety, buying experience, after-sale support, etc. In a restaurant, they could include the cost of items on the menu, the quality of the food (e.g. organic or not; using meat and poultry and sea food from sources that care for the animals well in a healthy environment), the variety in the menu, safety in the process of acquiring the food and eating, the restaurant experience and treatment received after the service is completed.

For each segment, evaluate the importance to the customers of each appropriate value driver on a scale of low to medium to high. For example, quality might be high for a segment while cost is a medium. Safety could be high, and follow-up support could be low. The evaluation should be based on data, not just opinion. You may need to use customer surveys to hear the voice of the customer.

Next, evaluate the same value drivers in terms of how your offering is different from your competitors. For example, is the quality you offer significantly better than your competitors? Is the cost you offer substantially lower than your competitors? Are the features you offer unique to you and unavailable to the customer from other suppliers?

As you evaluate your value drivers, you can assign a low, medium or high rating to each. For example, if your value driver is features, and you offer unique features no one else is providing, your differentiation would be high. If everyone offers the same features, then your differentiation is low. Again, the evaluation should be based on data.

After evaluating your differentiation on each of the value drivers, you have a set of two evaluations for each one: The first is how important the value driver is to the customer in a segment, and the second is the differentiation of that value driver from your competitors. You can plot the two evaluations on a two-dimensional grid, the scale being low, medium and high on both axes.

The value drivers that fall in the (High:High) category should become your primary focus, both in terms of the message you send to the customers in that segment and in terms of making absolutely sure that those value drivers are perceived by your customers as you promised — or even better. For example, if quality and safety have been evaluated as (High:High), your resources should be directed toward making sure your customers are aware of your differentiation and that your quality and safety are, in fact, at the highest possible levels.

Strategies for Each Segment

Your market segments don’t all deserves the same attention. You could close out some segments and put your investment into others, especially during these challenging times. As entrepreneurs, you will have a preference based on emotional attachments. This is dangerous, as your pet offering might not be appropriate for all segments. Having re-segmented your market during this pandemic, you are in a position to decide where to put your energies and investment.

You will have to choose the segments to grow, those that could stay at the same level of growth and those you should exit. How do you make such decisions? There are guides in the management literature to help you do this. Essentially, for each segment, you perform a two-fold evaluation: How strong is your segment compared to your strongest competitor in terms of the internal processes that deliver value to the customer? And how attractive is the segment to an investor?

If you are much stronger than your strongest competitor, then your strength in that segment would be high. If you are at the same level as your strongest competitor, your strength would be medium, and if you are weaker than your strongest competitor, your evaluation in that segment would be low.

As for market attractiveness, you will have to evaluate whether the market in a segment is extremely favorable, (considering a set of external criteria) or not. The external criteria could include the size of the market, the growth of the market and the profitability of the market. If the market segment is favorable, then the evaluation for that segment would be high. Otherwise, it could be medium or low. The value of this exercise is that it will enable you to see the relative position of your different segments compared to each other.

The segment with high strength and high market attractiveness (High:High) is the one that deserves your attention the most, and the segment that has low strength and low attractiveness (Low:Low) can be divested unless it provides input into an attractive segment. Other segments will require appropriate strategies based on their evaluation.

Related: The One System That Changes Employees’ Behavior

Strategic Mindset

The strategic mindset we are proposing in this article will help you arrive at a set of strategies appropriate to each of your market segments. To develop a strategy, you need to have identified your market segments, differentiation and the relative position of your segments on the business strength/market attractiveness continuum.

Choosing where to put your time and investment will be key to your survival and growth, enabling you to make sound decisions and use your precious financial and human resources to deliver maximum value to your customers.

By

Source: ‘The Alignment Factor’: Market Alignment With Segmentation and Differentiation

.

Related contents:

Undifferentiated marketing”. Business Dictionary. Archived from the original on 23 September 2020. Retrieved 3 June 2022.Based on Weinstein, A., Market Segmentation Handbook: Strategic Targeting for Business and Technology Firms, 3rd ed., Haworth Press, Binghamton, N.Y., 2004, p. 12Claessens, Maximilian.

Market Targeting – Targeting Market Segments effectively”. marketing-insider.eu. Retrieved 17 October 2020.Diaz Ruiz, Carlos A.; Kjellberg, Hans (December 20, 2020).

Feral segmentation: How cultural intermediaries perform market segmentation in the wild”. Marketing Theory. 20 (4): 429–457. doi:10.1177/1470593120920330. S2CID 219027435 – via DOI.org (Crossref).

Hospitality Marketing Management (Fifth ed.). John Wiley and Sons. p. 139. ISBN 978-0-470-08858-6. Retrieved 2013-06-08.Tynan, A.N and Drayton, J., “Market segmentation,” Journal of Marketing Management, Vol. 2, No. 3, 1987, DOI:https://dx.doi.org/10.1080/0267257X.1987.9964020.

Market Segmentation Analysis: Understanding It, Doing It, and Making It Useful. ISBN 9789811088186.

“Management Tools – Customer Relationship Management”. bain.com. Retrieved 23 November 2015.Marketing Insider, “Evaluating Market Segments”, Online: http://targetmarketsegmentation.com/target-market/secondary-target-markets/ Archived 2016-10-23 at the Wayback Machine

“B2B Market Segmentation Research” (PDF). circle-research.com. Archived from the original (PDF) on 12 April 2015. Retrieved 9 June 2015.Gupta, Sunil. Lehmann, Donald R.Goldstein, Doug.

“What is Customer Segmentation?” MindofMarketing.net, May 2007. New York, NY.Market Research Association, Glossary of Terms, Online:http://www.marketingresearch.org/issues-policies/glossary

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Galactic  https://jvz1.com/c/202927/188236/
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Graphic Alta  https://jvz2.com/c/202927/324492/
Heal Your Emptiness   https://jvz6.com/c/202927/384848/
High Converting Emails  https://jvz3.com/c/202927/386305/
HostLegends    https://jvz4.com/c/202927/384774/
Hostley Domain Creator   https://jvz1.com/c/202927/379223/
Human Synthesys Studio  https://jvz8.com/c/202927/367353/
ImageX   https://jvz6.com/c/202927/363237/
IMSyndicator  https://jvz1.com/c/202927/370769
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Insta Keyword    https://jvz6.com/c/202927/351606/
Instant Website   https://jvz2.com/c/202927/377557
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Linkable DFY   https://jvz6.com/c/202927/385873/
Linkomatic  https://jvz2.com/c/202927/380937/
LiteTrading   https://www.litefinance.com/?uid=929237543
Live Your Truth  https://jvz6.com/c/202927/379020
Living An Intentional Life    https://jvzoo.com/c/202927/382455
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