When was the last time you met with your customers face to face?
Not learning about them through a trend report, or analysing their usage behind a screen.
But hearing them share their experiences in first person, noticing the micro-interactions displayed as they use your product, seeing the emotion expressed as they explore the journey that you crafted.
Most of us may have seen the recent articles about Airbnb’s growth since shifting to a model focused on brand building. But beyond campaigns and design refreshes. This approach was fuelled by the fact that they maintained close contact with their community through a willingness to meet and hear from the individuals that form it.
In a world where everyone wants to be heard, positioning yourself as the brand that listens becomes a key distinguishing attribute.