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The standard approach to marketing is to look for as many people as possible who fit one core customer profile. How to Market to People Not Like You challenges this traditional thinking about core customer bases, giving you a new approach to expand your customer base and your business.

Arguing for focusing on customer values rather than demographics, How to Market to People Not Like You reveals how you can grow business and profits by targeting those who are different from your core audience, rather...

Many employers are under pressure to make sure their workforce and employee base is diverse, inclusive and representative of the customers they serve. But when the person in the next cube or office is different from you, friction can arise. Different people may not see eye-to-eye on an issue. They may have vastly different approaches to work. How do you work alongside someone who may be quite different from you, respect those differences and be effective in your role? And what about leading a diverse team? This book will cover why diversity at work is important and how employees can...