Steve Sammartino, author of The Great Fragmentation - Why the Future of Business is Small is our guest. We discuss why demographics are no longer a relevant measure for targeting clients, why effectiveness comes from being more human and less selfish and why we should be the channel of choice within our niche. We also explore hacking our own businesses in order to grow and why the four Ps of marketing (product, price, place and promotion) are unrecognisable compared to the pre-technology digital age versions of themselves. For more interviews visit www.abn.org.au