Awkward Reality #544

Don’t rely on “hired guns” to understand B2B customer needs.

Professional interviewers can be helpful at times… but ultimately, customer insight skills are a competitive edge your company should own. Your B2B customers want to talk to the people who will innovate on their behalf… not some note-taking middlemen. And there’s nothing quite like hearing new customer insights first-hand, is there?

More in 2-minute growth video #32, When to use “hired guns” for VOC