To be successful, organizations need to be good at three things. They need to stand apart, so customers can find and choose them for the first time. They need to be clear what they stand for, so they can develop relationships with their customers based on shared values. And they need to evolve so they stand the test of time.

One of the best ways to evolve your brand with the greatest potential for marketplace success is to stay closely connected to your audiences. When you know what's important to your (current and prospective) customers, you can then explore ways to address what they need and want, even if they can't quite articulate these things clearly themselves.

You can do this with a combination of traditional market research and through the practice of empathy. Empathy is an effective way to gain deep understanding of what's truly important to our customers. When we are willing to walk in our customers' shoes and see the world from their point of view, we uncover new opportunities to deliver real value for them. That's innovation. Which in turn drives growth, engagement and loyalty for your brand.

If you haven't spoken one-on-one with one of your customers recently, let spring be your inspiration to get in touch!