Context is everything!
Each of our customers is different, each company has different goals, strategies, priorities, challenges, cultures, values. Though they may compete head to head, or participate in the same industry, or the same markets, every company is very different.
People are different. We categorize them by their titles, CEO, VP of Sales, VP of Marketing, or by their persona, or by their behavioral style, or by their role in the buying process (remember economic buyers, technical buyers, influencers, decisionmakers.) But each person’s hopes, fears, dreams, and challenges is unique to them, the situation they face at a point…