A new way to think about audience segmentation - Kademy - chunk 6

we only have so much mind space available. Individuals just don’t know what to do first. If we can segment our audiences effectively, they’ll only hear what really matters to them and that’s a big deal. Most of us are segmenting already – by business unit, department, seniority, or geography. That’s fine, but in an audience-driven communication plan they don’t get to the heart of what communication might mean to an individual. What makes a certain topic really personal? And what are the triggers that would get them to change behaviour, which is ultimately what delivers business results?