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9 Bob London + Erik Linn - To develop great messaging, you have to reflect clients' perspectives.

Name: 9 Bob London + Erik Linn - To develop great messaging, you have to reflect clients' perspectives.
Uploaded: 2021-08-02T13:32:20+00:00
Duration: 21 s
Channel: Bob London
Description: In this segment of a conversation, Bob London emphasizes that creating effective messaging requires direct engagement with a company’s customers both…

2 Aug 2021 · 0 min

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In this segment of a conversation, Bob London emphasizes that creating effective messaging requires direct engagement with a company’s customers both before and during the development process. He argues that while many firms may claim they need a compelling vision or mission statement, the real value lies in validating those ideas through real‑world client feedback. London praises companies that already understand and appreciate the necessity of customer research, noting that such firms are easier and more rewarding to work with. He also highlights the importance of proactively seeking client perspectives to uncover what makes a brand unique and to ensure messaging resonates with the target audience. The dialogue underscores that insights must come from outside the organization’s walls, not from internal speculation alone.

it is infinitely easier and more rewarding to work with companies that have thought this through. And then they say, we need a great way to express it, versus the exercise is, well, give us a vision, give us a mission, which is a little bit dicier. It can still work, but it's much better to do it the way you guys did it.
So thank you. And you, you also were proactive in asking our clients about their experience with Cross Country. And so it's wonderful to get someone's perception of why they're different and unique and what they believe in. But it's even more powerful when you, you ask the clients we ultimately serve. That was a great validation to get the perspective from the people that we value so much in our clients.
Yeah. Well, not to turn this into too much of a mutual admiration conversation, but when I work with companies, I've said this before, You know, we agree that there's something needs to be done and I'm fortunate enough to be in the mix, on the shortlist, whatever it is. And I always hold my breath when I say, okay, well, this requires going out and talking to customers before and during. That takes time and money, but I won't do it otherwise. So I hold my breath that, you know, is this a company that is going to appreciate and understand the value of it? Or maybe even say, well, of course we need to talk to our customers. We can't do it in a vacuum. The answer is not in these walls, it's outside the walls. So you guys fit that mold perfectly.
Thank you.