No matter what our endeavor, we all seek to create value for those we serve. And yet, so many worthy ventures and causes don't get traction because the people behind them struggle to communicate what matters most to their audience: why are you valuable to me?
If we were to only sit down and have a conversation together [with our customers], we could figure out the value of the product to that company. It's an attitude or a mindset that says Mr. Customer, I want to help you understand, is this a good decision? Right? Are you getting the value you need?
How many of us shroud ourselves in metaphorical clouds of fog that prevent our bosses, would-be clients, partners, and even our own teams from seeing our value?
How do we keep pace between what we are offering and rapid movements in our market? How do we demonstrate our value in a shifting normal? The answer is communication built on listening.