Whether it's preparing for a speech, presentation, or your next social post, knowing your audience is a must. Too often, in sales and marketing, we think about and prioritise the message we want to put out in the world.

It would be naive to throw our objectives out the window, after all, businesses are commercial entities. However, focussing purely on our objectives without considering our audience's wants, needs and motivations mean messages are likely to miss the mark.

Understanding our audience, beyond demographics is where marketers, salespeople, communicators have an opportunity to connect. Relevance is defined as, the quality or state of being closely connected or appropriate. There cannot be relevance, persuasion or connection without understanding. Taking the time to first define and then understand our audience is the only way to impact or change thinking.