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that’s over-communicated to. Rather than risk under communicating or being accused of not being transparent enough, companies moved to telling everyone, everything they can, even if it doesn’t directly affect them. The result? Very few messages land how they need to because 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.
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