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Podcast: Episode 81: Must Listen

How to teach your customer


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.


“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.”