You want people to buy into you? You want their loyalty? Before they pay you, other payments have to come into play first.
You need to pay attention. The only way they will pay attention is when you pay attention to what they are saying. I think some smart people calls these insights.
You need not be introduced to insights via research and planning sessions. Insights are conversations your consumers are having about life, about work, about family and relationships. About fears, about love, and about dreams.
Yeah, they don’t talk about you. Until you pay them.
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