Unlearn: Let Go of Past Success to Achieve Extraordinary Results

8

Unlearning with Customers

I like to listen. I have learned a great deal from listening carefully. Most people never listen.—Ernest Hemingway

Ultimately, all the things we do in business are for the customer. Unfortunately, as we keep our noses firmly planted to the grindstone, we tend to lose sight of our customers, their needs and desires. This is especially true for customers who quietly send us their money without complaint. We take them for granted, forgetting how to excite them and turn them into our greatest fans and strongest sales team.

For the majority of companies, engaging customers and obtaining their feedback comprises the last step in the product journey. After we have spent significant time and money designing, building, and ...