Weinberg & Lombardo

The 95,5 rule is the new 60,40 rule
#Limitations

• The "conclusion" from Professor John Dawes of the Ehrenberg-Bass Institute for Marketing Science doesn't actually have any study supporting the 95:5 rule, admitting that "the 95% figure is not meant to be a precise rule. We’re using it as a heuristic to get the idea across that the vast majority of businesses, for a large proportion of products, are not in the market in particular time periods"
• Sam Tomlinson describes the data as "from millions of website visits across hundreds of accounts – all of which surface a substantially-similar pattern – one that John Dawes wrote about in 2021 called the 95:5 rule."