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October 16, 2015


It’s mandatory these days to say you’re customer-centric. Or patient-centric. Or consumer-focused. That you’re REALLY caring about what the consumer says. That you LISTEN. Why is it then, that consumers kinda smile in disbelief, saying “yeah, yeah, right”? People know that brands are after their dollars. If brands ‘pretend’ to listen, they are skeptical.  How do you credibly listen?


A. Do we watch’m or try to anticipate?


Consumer goods companies (aka fast-movers, FMCG, CPG) have a long tradition of researching consumer wants & needs on a continuous basis. “They’d only ask faster horses”, would argue Henry Ford or “People don't know what they want...

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