When marketers target a segment of an audience, they are of course targeting a worldview: a group of people that believe certain things to be true.

So in other words: marketers target and dance with different types and levels of certainty. Some people have certainty in the quality of school they go too, others in the fact that they aren’t going to school. The thing is what ever the worldview is of the customer, they have some type of certainty that goes along with it.

As marketers we can feed that certainty, question that certainty or do both.

We have to ask what are we doing to the customers certainty? Are we trying to reinforce it or change it?