I admit it, you got me, I am a reading junkie, addicted to words and their meanings and implications. As any reading addict knows, because we live with it daily, they symptoms are severe and can be debilitating....

Much of the time feel confused, stupid and smart all at the same time. We are oblivious to much of what is going on around us except for whatever it is that we are reading. Ask us what the back of a cereal box says, and we will tell you in great detail. Ask us what our spouses and significant others just said, and we reply with blank stares.

And that brings me to today's reading.

Over at Hee-Haw Marketing, Paul experience a small meltdown. Most enjoyable, I admit. Here is some of what he said:

"If there's one thing marketers know how to do is spew a bunch of bullshit, and seem like they know what the hell they're talking about. But one thing I now understand, is that none of them know what the f@#&% they're talking about. Everybody's arching darts towards a dartboard from 300 feet, and trying to make themselves feel good about it.

"Alright, maybe it's not so dire. A few have some good ideas, and some good intentions, so you just throw your hat in with people with a little righteous conviction, and enjoy the ride."

Wow, Paul. I think you're onto something. And then this appeared in my inbox from Chief Marketer. In Microsegmentation for Macro Returns, Michael Greenberg, vice president of marketing for Loyalty Lab, writes about, well, microsegmentation for macro returns.

Let me say, the article is brilliant. It must be. I had to read it several times to understand the concepts. (Truthfully, I was mostly stuck on the title. In fact, the article makes some strong points.)

Here is a snippet from Michael's piece:

"If there’s one strategy that should guide your marketing tactics for the next 12 months, it’s microsegmentation. What we used to call the “average” customer no longer exists. Customers increasingly see themselves as unique individuals, and perception of this newfound individuality has exploded in the past 10 years. Connecting effectively to a country of individualists requires a keen ability to speak to the specific needs of a larger number of smaller groups. This trend will only increase over the coming years, and likely never reverse."

I would love to hear Paul's take on Michael's thoughts.

So what's the point? Do I even have a point? Maybe.

During the day I read to learn; in the evening I read to forget what I learned. In between, I try to share as much of those learnings as I can, with clients and with my readers. Usually, I make an effort to use simple language; sometimes I take a position. That is not the case with this missive. Instead, I want to share the following, which I believe can help us be better at what we do.

1. Read often
2. Read diverse thoughts and opinions
3. Read a variety of authors, especially those we disagree with
4. Read beneath the words for deeper meaning (sometimes we writers don't know what is in our deepest thoughts, but they come out in the words)
5. Read to learn
6. Read to produce action

After the reading, think what within the words, if anything, makes sense, and then steal it and put it into action. To avoid the symptoms of addiction (confused, stupid and smart all at the same time), use common sense and keep things simple. At the end of the day, your clients, customers and employees will thank you for it.