Well, it depends what my archetype reads.

Mr. Cassard's one of my best customers.

What is it my customers are paying for?

Oh, yes, that's a little special service I always provide all my clients.

I lived and breathed it in a way I haven't with a client since.

I get it, I understand who my customers are, and then I figure out what earned and paid media

I looked over at Lincoln and I was suddenly thunderstruck by a recollection of a client of mine.

How many of my clients have reached the same point in their cases as you, and stood here before me saying... exactly the same things.

Once I understand who my archetypes or persona is, the next thing I want to figure out is how do I get them in to this funnel.

And frankly and I know that sometimes I offend some of my customers when I say this, but I truly mean it if you could take the name of the computer off the top of it, it would be very difficult to judge who made it, because they're all highly commoditized but they're all different.

Maybe I should be in one and have a booth and maybe I'll find out my archetypes don't even care, and by the way, just as inside, you might also want to be worried about whether your partner show up.

If they read newspapers, tech journals, or listen to radio or television, that is I want to match my demand creation activities to what I know about my archetype.

And frankly and I know that sometimes I offend some of my customers when I say this, but I truly mean it if you could take the name of the computer off the top of it, it would be very difficult to judge who made it, because they're all highly commoditized but they're all different.