Do you disrespect your customers when you call them targets? When you launch campaigns at them?

It may just be a matter of words, but words are important.

The language of traditional marketing is the language of warfare. Targets, campaigns, launches and even people in the front line.

What should we use instead? I don’t know if we have the perfect word, but how about starting with the concept of partner.

And in practice, what do we do differently to reach a partner (rather than a target audience)?

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