Prove Yourself Wrong
Your goal with research shouldn’t be to confirm you’re right — it should be to prove yourself wrong. Thanks to Edison Research VP Tom Webster for inspiring this one.
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“But We Already Know Our Audience”
Whether you’re dealing with a decision-maker in your organization or with a client, you’ll likely come across this question. Those who have been working in organizations for some time often have assumptions about their customers and prospects that are firmly entrenched. The “Why bother?” question is one you’ll need to be prepared to answer….