It's vital to know how approach underserved audiences – how to identify them, how to find them, and how to get your message to them efficiently and effectively. As markets continue to segment further and further, it can feel overwhelming trying to figure out where to focus your energy for the best payoff and to reach the relevant audiences. Guest Maria Twena, Partner and Global Head of Consumer X at 9th Wonder, says a bottom up, cultural approach to finding audiences is the place to start.