9Listening to Customers
I’ve found that many companies have a tendency to focus so much on selling their product or service that they forget to listen to what their customers are telling them. The goal for any business is to make money, but that goal is more easily attained when you listen to your customers and know and understand what their needs are. The best way to do that is by listening to what they tell you. More often than not, in the course of a conversation, a customer will divulge information that is vital to your overall success.
—ALAN HALL
Watching the launch of Apple’s iPad, I was struck by the fact that Steve Jobs famously doesn’t pay too much attention to customer research. (“We do no market research. We don’t hire consultants,” ...
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