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A few weeks ago I attended a party put on by a couple. Their relationship is interesting in that they each have their own distinct group of friends. They are different from an upbringing, professional and social perspectives.

It became obvious very rapidly that there was tension between these two groups. While the goal of both groups was to have fun and be entertained, their means by which to achieve it were greatly different. It was a very awkward situation that only ended when one group departed from the event.

This really got me thinking about companies who are trying to communicate with customers and prospects. While you may have a product that is a strong solution for different groups you really need to do you homework and make sure your message and communication style correctly target your audience based on their personality and expectations. If you don’t get this right, while your intentions may be good, could blow up in your face and produce the opposite results.