How much time and effort does it take to go out and talk to your customers? I’m not talking about calling them on the phone. I’m talking about going out to where they work, live or play to engage in a meaningful conversation with them. To observe their surroundings; to see what they see and to feel what they feel.

Here’s a better question: what does it cost if you don’t talk with your customers?

In the case of the U.S. government and the Homeland Security Administration, one recent failed project has cost the U.S. taxpayers over $2 billion USD. Why? Because in the rush to get the project done, no one ever thought to go ask the people on the ground – the ultimate end-user or REAL customer – what they wanted or needed. No one put on their boots and suntan lotion to actually go out into the desert to see what people actually needed to do their job more effectively. Amazingly, this happens every day in business – from small projects to large, from new brand launches to roll-outs of massive software systems. Watch the brief video excerpt from 60 Minutes below to learn more…
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