In today’s episode of the Digital Marketing Podcast, Ciaran interviews David Allison, author of The Death of Demographics. Where have we been going wrong with demographics all these years? We insist on looking at people on the outside. We put a fence around a group of people and think we understand who they are but we don’t, we understand what they are, and that’s not enough to influence people’s future buying decisions. Humans say yes to things because it aligns with their values. It is behind every decision that we make, so it’s important we understand the shared values of our customers so we know how to get the right people in the room. Listen in to this special episode to hear all about David’s mission and understand for yourself why Ciaran loved this interview so much!