"This superb book synthesizes the industry's best thinking on the
massive upside of listening. Listen First is an invaluable resource
for marketing executives and will help organizations create real
competitive advantage."
--Dave Hudson, CEO, NM Incite, a joint venture of McKinsey and
Nielsen
"Listening is a business imperative . . . especially in a world
of empowered consumers. Brands are getting built and nurtured in a
very different way. This book is a must read for anyone who wants
to succeed in this new world order."
--Stan Sthanunathan, Vice President, Marketing Strategy &
Insights, Coca-Cola
"One by one, the best marketing companies are putting 'listening
to consumers' on their strategic agenda. Following each
announcement, we hear . . . silence, as staff groups try to grapple
with the new directive. Listen First is a timely, unhyped, and
pragmatic field guide for those exploring the world of
listening."
--Ted McConnell, EVP Digital, Advertising Research Foundation;
former head of Digital Marketing Innovation, Procter &
Gamble
"How many of you have an effective listening strategy? To help
guide you in the listening maze, identify new business
opportunities, and select the right partners for the development
and implementation of an effective listening strategy, this book is
a must and an enjoyable read "
--Prof. Yoram (Jerry) Wind, The Lauder Professor, The Wharton
School
"We started J&D's with a single idea - to make everything
taste like bacon. All we needed now were customers. So we decided
to go where the conversations were, and we've been listening ever
since. We use social media to connect with our customers, promote
our advancements in bacon-o-vation, and ask for their feedback on
new product development. If you're an entrepreneur or run a small
business, this book will give you lots of examples and terrific and
practical ideas for creatively listening to your customers and
growing it."
--Justin Esch, cofounder, J&D's Foods
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