Developing the art of listening brings great reward. Yes, it’s an art! When engaging with your customers and clients, your users, you’ll be surprised at how much they are willing to share if they feel they are being heard. The conversation becomes less about being ‘talked at’ and more about the volunteering of information. This is gold! Information about why they buy, why they don’t buy, ideas on how your product or service could be better, how to sell more, intricate detail around their needs seeking fulfilment and the benefits they are seeking, why they will or won’t remain loyal, what will make them refer your offering to their network of friends and family, and so much more. Those that listen and do something with the information to improve rather than give reasons why they are wrong, have the opportunity to grow and better their business. Sometimes the next big business idea is grown from customer insights.