I saw snowflakes this week. Among the many things that snowflakes remind me of — including the no less than 5 months of cold we’re about to endure — is that each and every one of them is different. Similarly, each and every customer is different. Their differences are what influences their decisions, what they share, what they buy, and how they talk about it. Like snowflakes, if you get enough customers together, they form a group that appears similar from the outside....

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