Why All Businesses Need to Be Better Listeners
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In the mid ’90s, Penny Wilson and the developers at Alias Wavefront took notice when consumers complained about the fake hair on characters in their video games. By listening to their customers and creating realistic “digital hair,” Wilson recalls that “it really leapfrogged us above any of the other competition” and within three years the upstart Canadian company sold to Silicon Graphics for $450 million. That’s the kind of profitable lesson one doesn’t soon forget.
Two decades later, now the CMO at Vancouver-based Hootsuite, Wilson still believes that “if you can pull those kinds of nuggets directly from your customers, it will really help your company get a competitive advantage.” It’s that promise that attracted Wilson out of retirement to Hootsuite, the social listening platform that has grown from a free tool for individuals to a major player in the enterprise space, with 16 million users overall. Wilson continues to practice what she preaches, offering numerous insights for all business leaders in our interview below.
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