Listening as a competitive advantage.
The foundational lesson of KGM 102. Seven parts on why customer research matters, how customers actually decide, how to run interviews, build personas and journey maps, turn research into decisions, and stand up a Customer Intelligence System.
Begin Part 1Assumptions are dangerous. Evidence is oxygen.
Why people buy, why they hesitate, and why they stay.
Learning from customers instead of guessing.
Seeing your business through the customer's eyes.
How great companies turn conversations into competitive advantage.
Creating a company that never stops learning.
From customer conversations to company strategy.