This episode of the Hello FirstName podcast consists of an audio book chapter. WHY DOES PERSONALIZATION WORK? When things get creepy When do consumers find personalization creepy? Personalized vs personal B2B business development – pretending to be personal? Creepy personalization or just a coincidence? The full book is available in print and kindle and can be bought here. (or your local amazon...) An abstract of the book can be downloaded here. All models and illustrations from the book can be downloaded here.