Disrupting Digital Business

CHAPTER 3

DATA EXHAUST

HOW CONTEXTUAL RELATIONSHIPS DRIVE RELEVANCY AND ENGAGEMENT

Think of a person who walks into a bar in a new town and starts blabbing away without understanding the bar’s environment. That’s going to be a hit-or-miss approach to engaging in a new surrounding. The person doesn’t even know if this is the neighborhood dive bar, a tourist bar, or a pickup bar.

Without looking at your surroundings, you can’t know how people are connected to one another and what their angle is. Other folks in the bar can’t tell if you’re new to the town, if you’re there on business, or if you’re single. Everyone has to take the time to make observations and test assumptions along the way. The more time there is, the more interactions people can ...