Specifically one of these latest books that I did publish is a book called

Customer Chemistry and the model in chemistry C-H-E-M is the

mnemonic device the acronym for this model.

Unlocking your world of creativity

with Mark Stinson.

And so when thinking about this customer journey or especially the communications process, you know, the C is for Connect that nothing is really going to happen between you and the

customer until there's a real connection and usually from your point of view

that has to be listening you know you're not coming into talk necessarily.

You do need some credibility.

You do need to establish your role

and why you can bring value, no question.

But to make a legitimate human connection

is the first step in this journey. And the second is to be

honest, you know, this doesn't just mean tell the truth and have you know

regulatory and legal approve your messages and have data that's published and legitimate.

But rather also honest meaning allow during that listening for some cathartic venting to really hear what the customer issues and problems really are.

I don't know how many times whether it's in a client meeting or in an advisory board or in a focus group or whatever, you know, the clients go,

oh we already know that, oh we already know that, we already know that, that's been,

you know, proven.

Well, slow down, just chill out for a minute and probe it. Tell me more about that.

What does that mean to you? How does that fit into your daily life? So that's the honest part.

The E and Kim is easy. And again, this is easy language, this is easy

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