Marketing

Want more business? Know your audience

Relevant content is key, startup founder said

SAN FRANCISCO -- Ilana Golan grew up "living and breathing" fighter jets and started her career as an F-16 flight instructor in the Israeli Air Force. She eventually became the first woman to be commander and in-charge of training and educating all F-16 pilots. But she was in over her head one day when a senior general came in for training. She checked his profile and noted he hadn't come in for a long time. After giving him her feedback, the general stood up and said, "Honey, do you know who I am? When you were about six years old, I was bombing the nuclear plant in Iraq." That was when she knew she'd made a mistake. "I realized I really don't know my audience," Golan told conference attendees at theĀ "You and the Machine: Telling Stories Together" session at Inman Connect. "Some of them were more experienced than I ever could have been." She said that had she known more about her customer, she would have changed not only the way she gave feedback but also everyth...