The Roots to Market

At IDEO we tried to sell our personalization technology via marketing agencies in London and I went and had conversations with all of them. It was just against their core business model for a whole bunch of their ad agency revenue to go out the door on a license for a technology product. So that's what I mean about the alignment you've got to make sure that you know the partnership you've built helps both partners equally. The message is the next thing that really does need to be optimized.

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