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I'm a big fan of Seth Godin as you can tell from my previous two and other posts!
Seth suggests psychographics are far more valuable than demographics. I agree.
Psychographics are about who people are, what they believe in, and what they do and want.
I find that knowing these are key to building relationships with the right people for your business. Such knowing mean less dealing with the crowd and more dealing with just the individuals who are just right for you.
Who will you become?
What will you do next?