CHAPTER 6

Images

Engage

Create True Dialogue with, and Between, Your Customers

Do you remember in college when you attended classes held in large lecture halls where professors talked at you for two hours at a time? You also likely had some classes that were a lot smaller and involved a workshop or discussion component. Which type of class did you find more valuable? Which one did you talk about at length, share with friends, and learn from more?

No matter how brilliant the professor of the large lecture was, undoubtedly there were people literally sleeping during the class. And no matter how uninspiring the teacher of the small discussion group was ...

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