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Actively listen to your customers. Easy to say, harder to do in practice. This summer I was at conferences where we were showing off our product offerings. During one interaction with a reseller who said about a competing solution, "they just don't do anything for us." 🧵 /1

At this point I could have agreed with them and moved on. Or I could have leaned into pitching our solution harder. Instead I asked, "what do you mean by that?" Their response wasn't what I was expecting and it fundamentally changed our strategy for the year. /2

The exact response isn't important. What mattered was that actively listening, exhibiting curiosity and seeking understanding, led to a significant strategic change in how we communicate with resellers. /4