Businesses are moving away from giving the customer what they think they want to use consumer data to drive product development and messaging. This audience-based and value-driven strategy focuses on making a genuine connection with the customer beyond interest in a product or service. Rather than selling or developing a product or service you think customers want you can leverage audience data and start to understand that your audience is your most valuable asset. Moving towards sharing knowledge and insights to add value to their audience, is Managing Director of Kaizen, Jeremy McDonald. Kaizen is a digital marketing agency that delivers compelling digital experiences that engage audiences and grow businesses. By shifting their focus to audience-based and value-driven marketing Jeremy addresses the ‘why’ of their business and is determined to add value to a prospect's journey. From influencer marketing to paid social, Kaizen aims to deliver bespoke strategies that suit their clients’ needs. Kaizen is a Japanese term meaning ‘continuous improvement’ and the team naturally embodies this in everything that they do. Jeremy offers us insights into marketing with his expertise and years of both personal and business growth.