La, La, La, I’m Not Listening …

March 15, 2011 at 7:57 AM Leave a comment

Recently a client asked us me remove a question from a survey. The question was, “Are there any additional features you’d like us to offer?” It’s a pretty standard question, the purpose of which is to engage customers in the process of co-innovation.

But the client didn’t want it. The reason? “Our product development team has too long a list of features already.”

So let me get this straight – the solution to having too much on your plate is to stop listening to customers?

I find this attitude pretty frightening. To succeed, a company needs passionate customers who will become evangelists. You only create that kind of passion when you know your customers.

Another reason to ask the question is to keep track of changing trends. Suppose they asked the question and found out that the stuff they were developing now was not what the customers were asking for? Wouldn’t that be considered useful information?

You can never stop listening, never assume you know it all, or you’re headed straight for mediocrity.


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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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