CHAPTER 4
STEP #1: DEVELOP AND DEPLOY A COMPREHENSIVE LISTENING STRATEGY
Listen to your employees, listen to your customers, shut the f*** up, and do what they tell you.
JOHN LEGERE, FORMER CEO, T-MOBILE
In 2012, T-Mobile was on the wane. It was losing customers at an alarming rate and had the dubious distinction of being America’s fastest-shrinking wireless company.
The company has since undergone an incredible renovation—one that Fortune magazine called “a journey that will go down in the annals of corporate history as one of the greatest turnaround stories of all time, rivaling Lou Gerstner at IBM or Steve Jobs at Apple.”1 From 2012 through 2020, T-Mobile led the industry in customer growth almost every year, outgaining Verizon, AT&T, and ...
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