With conglomerates imploding right, left and center, for lack of due care and diligence towards their customers, clients and shareholders, Ben Nneji’s message ‘the secret reason why companies lose clients’ has come too late. But for the rest of us, his advice is life saving.

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Would you approach someone you just met and ask them to marry you?
No, of course not.
You know it takes time, requires plenty of communication, a gradual deepening of trust, before you ask the big question.
So too in business.
But far too often, companies loose patience and cut straight to the big question. They forget the [...]

To understand your customers takes time and empathy. Empathy stems from putting yourself to one side and figuring out, how a customer really feels about a particular problem you plan to solve, and feel those same feelings alongside them.