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Want to learn more? Take a deep dive…
Handley, A. (2013, August 7). Build a better understanding of customers, get a competitive
advantage. Entrepreneur.
Schoemaker, P. J. (2013). 5 Ways to know what your customers want before they do. Inc.
Zaltman, G. (2008, June 29). Understanding your customers’ minds [Video file]. Harvard Business
Publishing.
12. Feeling pigeonholed? Go on a company tour. Knowledge is embedded (and oftentimes hidden) in
the social fabric of your organization. Branch out from your day-to-day activities to get to that
knowledge. Volunteer for cross-functional assignments, committees, projects, or task forces that
include people outside your function and topics outside your area of expertise. Work in an office
setting? Visit the shop floor and talk to frontline workers. Not in a customer-facing role? Do a ride-
along on a sales call to a client. Different employees and different customers will offer different
perspectives on your business. Talk to one new person a week. Ask them about what they do. Learn
from them. Your coworkers and customers are the biggest free training and development resource
you have.
13. Think only about your part of the business? Consider the integration points. In order to be a
well-running business, all of the pieces and parts need to work together. A business is a closed
system. Success is dependent on the coordinated efforts of everyone. What happens in one area
always affects everything else. Identify your key stakeholders. Recognize their priorities and the
implications of your actions on them. Clearly communicate the rationale behind decisions you make.
Let others know the part they play. Explain their roles and responsibilities. The rewards of success
and risks of failure. Demonstrate how the impact of your decision contributes to the achievement of
company objectives.
14. Struggle to recommend ways forward? Deconstruct your thinking. Questions can help you think
things through. Help shape and test ideas. Break complex problems down into smaller, more
manageable chunks. Ask yourself: What’s happening now in the organization? Positive or negative?
What’s causing it? Is it resulting from external forces (i.e., market conditions, consumer
preference/choice) or internal influences (i.e., management style, product or service emphasis)?
What other forces are at play? Is it an issue? What are the consequences (positive and negative) of
doing nothing? What outcome does the organization need? What’s my challenge? What actions can I
take to resolve problems or issues? What do I have control and influence over? Who else needs to be
consulted? What is the logical next step? While you may not always come up with the perfect
recommendations, working through your thinking is a great way to gain insight into how the business
works.
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