In dissecting a Harvard Business Review article, my clever and creative colleague Rob Clark (aka Tragic Lad) says that having a “dialogue” with your customer without listening to your customer is fruitless. Here’s the money quote from Rob:

Who your customer is. What your customer needs to hear. When your customer needs to hear it. These are the key pillars to marketing. But the ground the pillars rest upon is ‘What does your customer have to say?’.

Rob’s post is definitely worth reading.


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