- People actually don’t listen – especially Marketing & Sales!
- We don’t ask right questions.
- We don’t watch body language.
2. Get to understand the customer, product, and market (and be honest).
- Who is using your product
- Why are they using your product
- Your strengths & weaknesses
- Your competitors (it is more than direct competitors)
- The larger market
3. Develop a strategy and stick to it (but ensure that your mother can understand it).
- Avoid jargon and lingo – they automatically distance you from customers.
- Ask yourself – do you actually understand what it is and is what you are doing maps to human behaviors that are comprehensible.
- Everyone in your organization needs to know and act according to the strategy.
4. Think big and act small.
- Get stuff done but ensure that it relates to your strategy.
- Don't let planning get in the way of doing.
- Get something done everyday.
5. Marketing is All.
- Marketing is like history, shopping – how you understand what motivates people to do something and how you organize your product, company, vision to map to how people work and think.
Listen. Ask the right questions. Understand. Get the little stuff done every day, and make sure what you're doing maps to the strategy you laid out.
Leslie Koch, President of the Trust for Governors Island, is responsible for the planning, redevelopment and ongoing operation of Governors Island, a 172-acre island in New York Harbor. Originally an abandoned military base, she led the creation of a master plan for the island's park and public spaces - no small feat having to deal with multiple interests in New York City.