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Earlier this 12 months, I attended a nationwide advertising convention, the place a bevy of audio system mentioned strategies for extra successfully connecting, partaking and speaking with prospects. Whereas all of their shows had been informative, there was a singular, constant theme all through — it was all about us.
“Us” as firms, “us” as entrepreneurs, “us” as workers, with the problem of satisfying the wants of our group.
The true wants and views of the shopper weren’t a part of the dialog. By no means mentioned had been how one can higher deal with prospects’ objectives, determine unmet customer needs, or create added worth for the shopper. Reasonably, promotion and consciousness constructing had been the be-all and end-all.
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