Flipped

Why “Flip”?

Business has changed dramatically since the heyday of traditional American companies such as General Motors. Thanks to the Internet and the modern media explosion, customers can now find out more than ever before about products and services. Paradoxically, though, despite having a plethora of information at their fingertips, consumers have less time to really dig through the details and choose their preferred brands. Therefore, they need the companies they buy from “to engage them in dialogue.” Customers need their purveyors to reach out to them.

Businesspeople must know their customers intimately and sustain those relationships so their patrons remain loyal to their goods and services. Unfortunately, most companies don’t nurture these relationships. As difficult as change can be, “companies must place their brand within a deeper context of their customers’ lives.” And to learn about your customers’ lives, you must listen to them.

You will not find answers explaining the role your products and services play in your customers’ lives from traditional sources such as focus groups – despite the fact that advertising agencies and their clients continue...