Business Intelligence

5 Simple Lessons About Marketing, Strategy & Life

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Executive Summary

Truth is, many of us are guilty of either not really listening to what people are saying about our products, or of discounting their honest feedback (they're not smart enough, they just don't "Get it," etc.). Koch tells a story of feedback falling on deaf ears during her time at Microsoft. In the early development stages of "Word," she questioned how challenging the product was to use. The response from a software developer? "Uh, user error." But the product wasn't being made for software developers, it was being made for non-software savvy people with word processing needs.

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