You can get a lot of people rather easily in a meeting to agree that "Click Through Rates" are mainly entirely irrelevant to sales, that Net Promoter Score is a useless metric or that "Millennials" is a non existent and deeply unhelpful demographic. You can have discussions about how personalization shouldn't be the goal, but avoiding irrelevance. But give it 10 mins and you'll soon be hearing people talk about ways to sell to Millennials, increase CTR or NPS or do incredibly complex things to personalize. Why do we insist on reverting back to accepting common wisdom when we know it's wrong. …see more