From the course: Stories Every Leader Should Tell

Unlock the full course today

Join today to access over 22,600 courses taught by industry experts or purchase this course individually.

Who we serve (a customer story)

Who we serve (a customer story)

From the course: Stories Every Leader Should Tell

Start my 1-month free trial

Who we serve (a customer story)

“

- A desk is a dangerous place from which to view the world. That's the observation of a spy novelist named John le Carre. But it's just as fitting in the business world. You know if the only customer information used in your organization comes from dry Powerpoint presentations and impersonal statistical data, you probably don't understand your customer any more than you understand your own medical charts. No, there's just no substitute for getting out of the office and meeting your customer face-to-face. But since not everyone in the company can do that as often as they should, you, as the leader should be telling the stories of the people who did. Especially the truly enlightened ones. So, here's an example. In 1993, Rohini was a new marketing manager for a brand of disposable feminine hygiene pads in India. And she was on a three-day trip in Chennai doing in-home research. And her goal was to find out what was causing…

Contents