Whether you are in product management or marketing or sales or even in project management, one should always follow this principle called NIHITO. It stands for “Nothing Important Happens In The Office.”
Your market is outside your desk, your customers are out in the market. Your buyers are shopping for your competitors products in those market. Your sellers are trying their best to match the needs of your buyers. Everything from understanding the market problems to selling happens outside of your desk, and so should you be a frequent flyer to your market.
The rule of thumb is that every week you should have a customer interface. Face to face, webex, phone, does not matter. You have to have ask the right questions and shutup. Every week, talk to new customers or those who bought competitor’s products (win/loss analysis), do your buyer interviews asking them how your message resonates and where they want to see your products messaging, or find opportunities to deliver Executive Briefing Centers (EBCs). Also organize Customer Advisory Board (CAB) or technical advisory board (TAB) or user group meetings.
As nothing important happens in the office, go and talk to your customers or prospects.
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