I just finished reading The Influentials by Jon Berry.  This is another book that I was reading for some time and managed to put to bed on my flight to Boston.  Great read.  It is heavily referenced in Applebee’s America and is a required reading (I believe) for anyone claiming marketing chops these days. 

Understand that the market is heavily driven by these types of people – whether you are selling a candidate, a product, or a service.  Read and learn.  One of the things that really stuck in my mind (in addition to more than enough stats) was the desire of this group for a high pace, high peace lifestyle.

When they are on, they are on.  When they are off, they seek "peace" time just as aggressively. 

Good analogy in this book about being a water stop on a road race.  Give them what they need, when they need it, then get the hell out of the way.