Insight and transformation

February 15, 2011 at 9:30 AM Leave a comment

Years ago I embarked on a journey. This was a journey to learn how to better use the web to listen.  Not to collect data or fragments of chatter, but to very intentionally engage customers in intelligent conversational experiences that provide insight. Insight that drives better business decisions.

Listening and insight. That’s what started me on my way. Over these many years my company has developed some of the most powerful web interviewing tools for strategic listening.

But something was missing in this mission. Because insight, while noble, was still a means to a larger end.  What was it? We use that insight to help our clients align better to the needs and aspiration of their customers. We use that insight to help companies better co-innovate with the customers. And we use that insight to help companies better convert that engagement into sales-ready leads.

But, and the end of the day, why?  Simply to drive the topline?

Perhaps. But I began to notice that as we worked with our clients something more powerful began to happen. I saw our clients being empowered by this process, increasing their confidence and indeed, being transformed as they began to realize their power to become transformative. It’s been amazing to watch.

I have come to appreciate that this power of transformation is really the reason we listen. Listening in a way that provides us insight that allows us to act with confidence transforms who we are and what we can do. This process is life giving. It is a promise worth the journey.


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Customers Need Love, Too Your Internal NPS

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Thompson Morrison

Thompson Morrison

About Thompson

As CEO of FUSE Insight, Thompson Morrison uses powerful new web interviewing technologies to help businesses better align their brand with the needs and aspirations of their customers. Learn more at


"The single most significant strategic strength that an organization can have is not a good strategic plan, but a commitment to strategic listening on the part of every member of the organization." -- Tom Peters



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