There is no fragmentation with an audience of one

Look at these two people. Twins.

By almost every metric we have.  One is the other.

But one is not the other.  They are two.

That's nothing new.  One has never been the other.

So, what did we do then?

We ignored that reality, and scaled one with the other, wasting more and more, but just taking our best guesses.  We were amateur statisticians and amateur psychologists.

Then, everyone woke up.  We realized we were not just marketers, but markets, too.  And we weren't even paying attention.

So, in this hyper-fragmented, and further splintering environment, what do we do?

We celebrate.