In Waiting For Your Cat to Bark: Persuading Customers When they Ignore Marketing, Bryan and Jeffrey Eisenberg look at what the customer perceives as relevant. Presented in the book is the concept of Persuasion Architecture, a persona-based marketing methodology designed to anticipate the way customers frame their questions and establish predictive models of customer behavior. That may sound like a bunch of marketing mumbo-jumbo, but in reading the book the concepts make sense. In this interview with the Eisenberg Brothers, we get a quick overview of the book and a high-level look at the concepts presented. Chances are, the interview will whet your appetite and leave you ready to read the book.