This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 19: People and Skills for Personalization CHAPTER 19: PEOPLE AND SKILLS FOR PERSONALIZATION Enter the marketing technologist How about the creative skills? How the 5M model applies to personalization Applying these skills to the Pyramid of Personalization Shifts in focus Shifts in composition Shifts in operating model Size matters Insourcing vs outsourcing Maturity levels for people and skills 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.