Back in 1959, the great sociologist Erving Goffman published The Presentation of the Self in Everyday Life, thereby singlehandedly catapulting the self-concept into the hearts and minds of nearly every behavioral scientist trying to fathom the predictably unpredictability of human behavior.  The lesson for marketers is clear - if you want to understand and connect with your targets, it helps to have some insight into how they view themselves.  In this vein, I couldn't resist publishing this more than self-explanatory graphic depicting how smartphone users see themselves and each other.  It's already made the rounds, both at Musings of an Entrepreneur and Emmanuel Vivier's Lifestream.