I used to work at a company that had a US IP address and while there I started using Pandora as my streaming music service of choice. Only after leaving that role did I realize the lesson Pandora taught me about relevance, personalization and switching costs.

Let me explain.

Pandora is actually a great lesson in how to show your customers you listen and learn about them. When you start a personal station the first thing you are asked to do is pick some artists you like. This is not dissimilar to companies asking what categories of product or what…

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