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Relevance: The Power to Change Minds and Behavior and Stay Ahead of the Competition by Andrea Coville

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4

Dimensions of Relevance (II): Qualitative

Exploring the Relevance Egg

In chapter 3 we dealt with sorting people into categories based on the needs they have, in order to find ways to position the things we have to offer—our products, services, and/or ideas—in a way that is relevant to them. Here, we are going to talk about segmenting in an additional and different way: by understanding the relationship that people have with what we have to sell.

Why segment this way as well? There are a couple of reasons. First, the relationship people have with ideas, actions, and things isn’t binary and it isn’t equal. You may like your bank. And you may like your kids. But it would be wrong to conclude, based on those two statements, that you like your bank ...

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