You don't get that just from throwing content over the fence. You need to go along with it and be present as the active ingredient.
Conversation needs to be invited and facilitated. It needs negotiating, and interpreting, and teasing out. You know why?
Because people don't buy you or your stuff -- they buy how they feel about themselves as they talk to you or use your stuff.
Conversation is the white space
The reason why conversation is a fundamental part of commerce is that
(a) meaning must be negotiated – none of the elements (e.g., assets, value proposition, markets, territory, channels, customers, etc.) come with labels or care instructions and
(b) we need feedback to know how to be appropriate i.e. to put the pieces together in the way that creates the most value. While relationships take time to set, listening and negotiating get you closer to the money.
Building is about getting your hands dirty this very moment. How you handle today becomes your yesterday. The more forward you're projecting, the more empty yesterdays you're going to have.
Humanism is the active agent in increasing the options, choices, and possibilities of commerce. This is the topic of my proposed dual at SxSW 2013.
Valeria is an experienced listener. She is also frequent speaker at conferences and companies on a variety of topics. To book her for a speaking engagement click here.