marketing to your ego

David Meerman Scott will be at the next Social Media Club Sydney (SMCSYD) event to talk about how marketers can “understand social personas and stop wasting money and resources”
David has many case studies on his blog and his book World Wide Rave, but the post that leapt out at me takes it one step earlier in the process referring to the marketplace being the outside world and not your office.

His question to all of us marketing in the new era:

1. Do you market to your ego? Or to the external marketplace?
2. Focus on your buyers, not your bosses.
3. The marketplace is the outside world, not your comfortable office