Chemical bonding, traditionally being the language of chemists, gives a wealth of intuitive shortcuts in understanding structure, properties, and reactivity of molecules. An analogous language based on structure or even just formula of materials would give tremendous advantage in materials discovery and rational tuning of their properties. The present perspective focuses on the "local", chemical approaches to rationalizing the chemical bonding in materials. The "divide" part of the approach consists of isolating relevant small fragments form the solid, either through electron localization schemes, or through directly considering small cluster fragments possessing bonding elements of the solid. The fragment is analyzed with state-of-the-art theory and experiment. Once the local bonding elements in the small unit and their relationship to structure and possible properties are realized, they get supplemented with energy content and mapped back onto the material, eventually enabling strategic modifications, and materials design. This constitutes the "conquer" part of the strategy. Several examples are presented when such chemical bonding analyses allowed the predictions of broader materials families than previously known. Discussed applications include surface alloys for catalysis, ultra hard bulk alloys, and 2D materials with interesting conductivities and magnetism.