As you are probably familiar, Sitecore 8 architecture is all around XDB and the Contacts.
Arguably Sitecore forgot to ship OOTB personalisation rules based on the Contact facet value of the contacts stored in XDB
Luckily Adam Conn has created two projects
to deliver almost OOTB personalisation based on Contact Facet conditions
Once that you have installed Adaptive rules and Contact Utilities you will be able to personalise based on Contact Facets…. In this example I personalise the content based on the Gender of the Contacts