Think of your favorite brand. What is the reason for your loyalty? Chances are it stems from feeling heard, listened to, respected, or represented in the products and services they create.

 While many companies see the world shifting towards a customer-centric approach, few have the knowledge and tools to identify who their customers are. Hundreds of customer segments purchase your product, but the challenge is getting them to stay. 

With years of customer segment research and creating messages that speak to these segments, Zach Braiker and Purnima Thakre guide you through the process of creating real customer relationships. It turns out, a simple analogy could help forge the key to your customer's heart.

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