One way to avoid depersonalizing the people who use your product or service is to consider them as members of your tribe, instead of as a target market. You have to live close with members of your tribe, and you can't afford to disappoint them.
Seth's Blog: Tribe Management. 2008-Jan-30, by Seth Godin
Tribe management is a whole different way of looking at the world. It starts with permission, the understanding that the real asset most organizations can build isn't an amorphous brand but is in fact the privilege of delivering anticipated, personal and relevant messages to people who want to get them. It adds to that the fact that what people really want is the ability to connect to each other, not to companies. So the permission is used to build a tribe, to build people who want to hear from the company because it helps them connect, it helps them find each other, it gives them a story to tell and something to talk about.