typology

They say “know your audience.” But that can be tough without a guide. Understanding the lenses through which your audience is likely to see the world can help. (Call this meta-messaging. In other words, it's critical to ask yourself relevant questions about your audience in relation your goals and tactics prior to messaging.)

Allow me to steal shamelessly from Aaron Wildavsky, who identified primary value types or ‘biases’. These political predispositions can help you tailor your messages to some degree. They are: hierarchicalist, egalitarian, individualist and fatalist.