| MarTech contributor Eric Dates wrote about when and how to segment your product messaging today, and one line caught my attention. The decision to segment your message should come from the audience’s reality, not from internal assumptions or arbitrary personalization goals. (Bold is mine.) We all spend too much time thinking about the things that matter to us and the way we see them. What matters is how your audience sees things. If you’re not taking the time to look through their eyes, you’re going to have trouble reaching your goals. And I’m not the only one who thinks that. Contributor Mark Stouse applies some of the same ideas to GTM strategy in his piece today on the reckoning that’s coming for assumption-based strategy. Mike Pastore
Editorial Director | 