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Podcast: Episode 81: Must Listen

How to teach your customer

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The customer isn’t always right. As the founder and CEO of Beyond Meat, Ethan Brown has spent years navigating misconceptions about plant-based foods. But smart entrepreneurs listen instead of arguing. Only by obsessing over what customers say they want has Brown been able to create a product that succeeds in the marketplace. What every entrepreneur should learn: You must first build trust from customers, making sure they feel heard, before you can educate them about the value of your innovation.

Transcript:

“Listen to your customers, even when what they want is inconvenient, or inconsistent, or even wrong. Track their point of view and let them know you’re listening.”