June 15, 2016
John Mulder

Interaction over Conversation

I have long believed that if you sit and talk with someone, you will uncover what they think. But when you break bread with them, you truly begin to understand whom they really are.

When we develop brands, we start with a conversation and then quickly move into exploring your world. We get in your space, explore your industry; buy and act like a client. We observe how you do your job, how you talk, and move within your surroundings. We explore EVERYTHING.

I will concede that it would be more efficient to simply have you fill out a questionnaire and submit it via email, but we feel it is infinitely more productive to spend our time exploring your world first-hand.

Recently we found ourselves developing a brand for a very busy client who didn’t really have time in his schedule to meet. After a very brief discovery meeting via conference call, we began developing ideas that we really liked and thought, THIS IS IT!

Someone from our office said, “WAIT. We aren’t doing what we do best. We need to go see what this place is REALLY about.” And I’m so glad we did. Not only did we realize the idea that we had wasn’t quite right, but we uncovered a gem of an idea that made the brand even better.

It’s important to do this as part of your business, as well. Taking the time to go through your process, as a customer, will help you understand their user experience, their wants, and their needs. It really does make a difference.

So, I encourage you to walk in another’s shoes to understand them. Get in their environment and feel the energy. Try your best to see the world from their perspective. It’s WAY better than a conference call.

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