Segment your audience for better marketing results
By Andrea Hill
I learned something in an early management job that I have applied to nearly everything I’ve done since. I was responsible for managing a team of artists and writers at an advertising agency, and it was immediately apparent that their favorite things to do were to criticize everyone else’s ideas and argue with direction. I was tearing my hair out. My manager suggested that I just observe for a week or two, and figure out what motivated each of the team members. That’s how I learned that it’s very difficult to motivate a group as a group, but not so hard to motivate them individually.