When we know who we’re talking to, we need to explore their world. That means taking a deep dive into their culture, to understand the context and play by the rules. What do they like? What do they not like? Do they prefer pizza or pasta? Or are they gluten intolerant? In concrete, it means keeping track of trends, events, and movements that might have an impact on their life. To figure out how to be a part of their culture instead of interfering with it.