The Science of Customer Connections

INTRODUCTION

WHAT IS THE BEST WAY to talk about your business?

I have been working on the answer to that question for years, mostly for the benefit of clients. I have also tried to figure it out for my own business, especially as the nature of my work has changed dramatically a few times over those years.

Whatever the nature of your business, the conversation matters. It's probably the simplest, most direct way to stand out in our increasingly noisy world. It also represents the fastest way to grow. The social media and online worlds get most of the attention, but the vast majority of word of mouth happens offline. That is where the growth opportunities are hanging out, just waiting.

Too often we miss out. People know us and our organization, ...