1. Introduction
People are talking about your business every day. Are you listening?
Your customers are talking. They’re talking about you to your face and behind your back. They’re saying how much they like you, and how much they hate you. They’re describing what they wish you would do for them, and what the competition is already doing for them. They are writing emails to you, posting blogs about you, and discussing you endlessly in public forums. Are you listening?
Other businesses and organizations are talking too. Researchers talk about new technologies and approaches you might be interested in. Other businesses describe innovations you could leverage in your products. Your competitors are revealing technical approaches and broadcasting ...
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