For decades we have worked to categorize things related to our business. We categories everything – from our pipeline to our products to people.
- We place customers into categories based on their roles (economic, technical, user, you know the drill). Then we apply specific value messages appropriate to each category.
- We put employees into categories as defined by Myers Briggs or other testing mechanisms.
That’s where we get into trouble. For decades businesses have applied turn of the century psychology traditions and more to analyze, categorize and lump humans into buckets of consistency.
