This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 15. It is the first chapter in Part 3 of the book - The Prerequisites for Personalization and the chapter is called: The Basic Foundations for Personalization. In the chapter we discuss the things that need to be in place in order for personalization to be worth doubling down on as a company. This is closely related to different go-to-market models. CHAPTER 15: THE BASIC FOUNDATIONS FOR PERSONALIZATION  Three areas to manage well before investing in personalization Solid core offering Brand trust and demand Access to plentiful customer data Data types Special considerations for FMCG Value propositions with frequent engagement create more and better data 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.