That is all there is to it; you had to have been there. You have to completely understand not just the academics of who you are selling, but the nuance of their day to day. You have to have an appreciation for their language, their setting, their dreams, and their fears. Unless and until we gain knowledge, no not knowledge, intimacy over those pieces of our audience we will forever develop content that will just be a little off to them. And they won’t be able to put their finger on why.
I’ll tell you why. You weren’t there. And ya gotta be there.
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