It is imperative in marketing and communication to intimately know your market. Their challenges, desires, goals, etc. I am fortunate in that my role as president of the Cumberland Business Chamber – the industrial chamber of Western Sydney – I meet hundreds of people involved in engineering, technical roles, manufacturing, management of industrial firms. As I’m door knocking and networking to grow the chamber I ask people how they are going, what technology they use, how they have evolved, and so on. Which means that when I create material for a client I have a good understanding of what to say. I know of ad agencies who go to the pub to quiz patrons on life, the universe, and everything in it. You have to engage like this (yes, it is VERY time consuming and energy sapping) to be relevant.