"The customer is not your spouse; she is your boss!"
A masterclass on building vibrant relationships in the market by dancing with the customer!
We have for too long measured customer impact in terms of
demographics and market share. We now need to focus deeper into the impact we make in
the lives of individual customers. This calls for a more intimate knowledge of our
There is no marketing or research agency that can deliver this knowledge to us, as experts focus too much on the numbers game, abstract averages and generic types. We need to directly enter into a conversation with our customers, to learn from them more about themselves, so we can make that value offering they want and need. Or better still invite them to design what they want! We need to do the tango with our customer!
Each chapter presents a step-by-step guide to implement the recommended changes in mindset, strategy and business practice so we call fall into rhythm with our customers. Replete with interesting business examples and practical insight, It Takes Two to Tango will prove invaluable to all marketers who want to build business on the most important revenue source in the world - sales income!