As business to business marcom practitioners, we are warned, in the post, to know which type of person we are targeting in our efforts. The wants, needs, and styles of each type of person is critical to the way they perceive input, and act on it (or don't).
Give it a read. It makes very good sense to me - hope it helps you.
Images: Hunter: Mila Zinkova
Farm: Frank Vincentz