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Ego Mapping, Instead of Message Mapping

Seth Godin:

“…Everybody feeds their ego in a different way. The art is in telling a story that matches the ego-outlook (what I’ve called a worldview) of your target audience.

The next time you’re in a meeting and someone pulls out a spreadsheet, realize that you’re about to hear about money/value = ego. That’s fine. But what about everyone else? Ignore the rest and they’ll feed their ego somewhere else.”

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