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If we believe the US Supreme Court, corporations are people. Businesses are people. And if other businesses are your customer, then you should be able to hear their voice. But how? It is it like "Horton Hears a Who" where you have to listen closely? If we listen to Horton, "A person's a person, no matter how small." For us, that can mean a customer's a customer, no matter if they are a single human or a business.
The eponymous Horton is an elephant who hears a tiny voice on a speck of dust (which he then places on clover) - a Who. He hears their distress and their need for help. Our customers should also be listened to as intently as Horton paid attention to the Whos. But, like the Whos, it can be harder to hear their voices in the din of consumer data. And figuring out how to amplify their voices, to hone in on what is distinct about the business customer, or customers in the B2B space, can be difficult.
So how to listen for your Whos - your customers? Come with your ideas, your questions, and your listening ears. Because a customer's a customer, no matter how... large?
(And as an added bonus: now that in-person events are starting up again - got any that you are looking forward to? Favorites you've missed?... we'll try to save some time to share those, too.)