Empathy, Trust and the Customer Experience

2021 CMO Intelligence Part 2


People are suffering greatly during the pandemic, under many layers of pressure. The new norm is empathy and genuine concern over the issues facing people during this crisis. Consumers are now looking for companies to be a lifeline and to provide flexible, feeling interactions. In order to thrive now and after the pandemic, a relentless focus on the customer experience is required.

Those who made strides in CX during 2020 worked to discover what really matters to their customers, looked for ways to improve important experiences, and focused on tasks with the biggest potential upside for customers as well as their businesses. They then trained their employees and gave them the tools they needed to deliver a great experience consistently.

According to the Forrester’s Guide, these efforts will continue to bear fruit as 25% of brands achieve statistically significant advances in customer experience quality while actually cutting their CX technology spend. How is this possible?

  • Smart businesses will look to have one voice-of-the-customer program rather than many, consolidating CX tools and technologies and to save big money.
  • A new focus on the value of technologies remaining, coupled with strategic efforts to improve CX, will enable companies to better deal with the forced evolution caused by the pandemic.

A few brands making a splash with unique pandemic content:

In an effort to increase interaction with customers while stores are partially closed, Nike created a subscription app – Nike Training Club – to offer live workouts, fitness plans, and expert tips. Membership is free. Additionally, Nike is putting out more content on its Nike and Nike Running Club applications, the Nike.com website, and social media. Its marketing campaign, Play for the World, shows how its roster of athlete endorsers remain in top shape during the pandemic and offers digital resources athletes need to stay healthy indoors.

Ikea is encouraging people to reconnect with their homes in its #StayHome campaign. Without trying to sell IKEA products to consumers directly, this campaign aims to inspire people not only to stay home but to enjoy and find comfort in their own homes.

Stay tuned for the next installments of our CMO Intelligence series, coming to your inbox soon:

How’s Your Employer Brand?

Is your company looking for increased employee retention? Or hoping to better attract talented candidates? A good first step is to evaluate your employer brand – a combination of consistent visuals and messaging that tells employees (and job candidates!) what it means to work with your company.

  1. Talk to the subject matter experts within your organization – your current employees. Ask team members from marketing, HR and recruiting, as well as executives: What drew them to your company and what keeps them there?
  2. Expand your scope with an online survey of a representative sample of employees. Include questions such as: What attracted them to the company? What sets your company apart from other organizations they’ve worked for? What makes them proud to be part of the organization?
  3. Compare your brand against your competitors by analyzing things like the branding on your homepage; the design, messaging and navigation on your career pages; and the branding language you use in job postings. This will give you great insight about actions you can take to improve your employer brand.

Want to keep learning? Check out our Employer Branding Playbook to get the Signal team’s tips.

Strong Employer Brands Drive Engagement

At Signal, we believe that the employee experience drives the customer experience. We look to employees to deliver great experiences to our customers, yet many of us miss the opportunity to create great experiences for them. If you think that employer branding sounds like a “soft” activity, think again. With its focus on engagement – of both employees and job candidates considering your company – employer branding plays a critical role in creating the climate for financial health.

Don’t just take our word for it. According to consulting firm Towers Perrin (now Wills Towers Watson), companies that deliver a targeted, smart, balanced, unique Employee Value Proposition (or EVP) are three times as likely to report that their employees are highly engaged and 1.5 times as likely to report achieving superior financial performance. Could it be because an EVP and branding campaign tells people clearly who your company is – and what employees experience while working there?

At the end of the day, a company is only as good as its employees. And happy employees take care of their customers, which can increase your bottom line. It truly does pay to have a thoughtful employer brand.

Is your employer brand helping to attract and engage talented employees? Read our new Employer Branding Playbook to learn more.

Learn the 4 C’s to improve the customer journey

Digital marketers sometimes think that a “conversion” simply entails completing and submitting a form online, but it’s actually much more. The 4 C’s of the customer journey can help you deliver a positive customer experience, complete the sales cycle – and increase the chances of true advocacy from your leads, prospects and even existing customers.


contentYou know the old chestnut about content being king? Yes, relevant content can make a huge difference in attracting and converting those potential customers. But beware of producing content for content’s sake, which simply adds more noise to an already crowded web. If you don’t have a solid business need for content, save your resources for planning – and looking at the context.


contextEvery piece of content you produce must have a reason for being, and must set the stage for further audience interaction with you. Content with context offers prospects the reason to believe that your product or service is what they need. Make them believe and they’ll want to start the dialogue with you, which leads us to conversation.


conversationMarketers overlook this component when developing visually attractive, well-written collateral that lacks a persuasive CTA. What do you want people to do with your content? Does it offer an avenue to interact with someone from your company? Without opening these compelling pathways to engagement, you’re just asking prospects to buy. This may be successful in the short term, but it doesn’t provide additional value. Conversation is stepping stone to conversion!


conversionsWhen a lead converts online, it’s not time to wash your hands of them quite yet. Help quantify and qualify the leads by showing that you offered that lead a positive experience – building brand value that makes them more likely to become a loyal customer.

What can Signal do for your marketing team? Reach out and start a conversation with us.  

ux optimization and card sorting

Create a Better User Experience with Card Sorting

card sorting is an easy ux research method

The structural design of your website – AKA informational architecture – is critical to UX optimization. Visitors who can’t find what they need while navigating will become frustrated – or even worse, abandon your site altogether! Card sorting is an easy UX research method that helps you design a user-centered site that increases usability and delivers a positive customer experience.

What is card sorting?

Card sorting allows users to categorize content and tasks – as well as to develop intuitive navigation labels. This time-saving step helps you create clarity before moving to site design.

What data do I need?

The first step is to conduct an information audit of your website to understand how things are organized and labeled. Look at things like website analytics, hot search terms and customer survey data. Consider creating a spreadsheet of content and user tasks – what do users need to know and do?

How do you actually do card sorting?

Simple – just write down the elements you want to categorize on cards or sticky notes, and have session participants sort them into groups that make sense to them.

Another option is to use a digital platform such as Optimal Workshop, which gives you the flexibility to run quick research remotely. 

digital card sorting

When is it helpful?

  • To find out how users expect to see information on a website
  • To organize a sitemap
  • To organize submenus
  • To classify products or services

What are “open” and “closed” card sorting? 

  • With open card sorting, users can create their own categories or add missing information. This helps you categorize and prioritize tasks/content and label groups.
  • Closed card sorting limits participants to a set batch of cards, and defines the available groups or categories to put the cards into. Volunteers can’t create their own groups and tasks – they’ve got to stick to what you’ve given them. The goal is to optimize and confirm your chosen navigation categories and labels.

What do I do with the card sorting data?

Use it to create your final information architecture, one that’s more intuitive – and relevant to your audience. Now you’ll be set to proceed to creating the user interface – the flow, functionality and actual website layout.

Contact Signal to help you plan and execute UX research to ensure the best possible customer experience.

"think aloud" testing

Ensure Optimal UX with User Testing

"think aloud" testing

You’ve invested time and money in website UX optimization, conducting a site audit and creating a new information architecture and UI. Don’t forget the final and most critical step in the user-centered design process: user testing to ensure the best possible customer experience.

Digital tools make it easy

User testing doesn’t have to be as daunting – and expensive – as the traditional focus group in a lab environment. There are many digital platforms available to help you recruit volunteers and conduct tests. One of our favorites is Usertesting.com, a site that uses crowdsourced testers who are ready and waiting. You can even define your target attributes such as age or gender.

“Think aloud” testing

Listening to real users narrate their way through your web pages – known as “think aloud” testing – is incredibly valuable. Test your current design against the new web design by giving users simple tasks like finding a certain product, looking up information, downloading material or making a purchase. Imagine the important insights into the user thought process!

  • “I’m not finding what I need here…”
  • “Yes, that’s it. I see it…”
  • “I’ve put it in the cart and now I can’t change the color…”
  • “Not sure what to do next. So frustrating…”

The UX experts at NNG call think aloud testing the #1 usability tool, and for good reason. The benefits include being:

  • Cheap, because you don’t need special equipment to gather insights
  • Robust, because it’s easy to get good findings (without a lot of statistical expertise)
  • Flexible, because you can use it any stage of development
  • Convincing, because clients love direct insight into how their customers think and act

Reap the rewards

The clarity and usability gained from user testing can offer you:

  • Increased revenue from improved conversion rates – and customer retention and advocacy
  • Reduced development costs (removing things like features or content no one cares about)
  • The ability to proactively fix usability issues, like spots where users get stuck
  • Seeing your design through the eyes of your users for a fresh perspective

Ready to revamp your website UX? The Signal team can help you plan and execute user testing to ensure the best possible customer experience.

customer survey tips

Customer Surveys: Reflect on progress, plan for the future

tips for survey success

The end of the year is the time to reflect on progress and plan for the future. At Signal, the customer satisfaction survey is a critical part of this process. Our customer survey offers us priceless insights into what our clients like, what they dislike and where we can make better decisions to keep them exceptionally happy. As we get closer to 2018, consider these best practices for your own customer survey.

Keep it short.

Attention spans are fleeting. You also don’t want to burden customers, which can decrease your response rate. Make it something that can be easily answered in 5 minutes – which means about 10 questions.


Brand it. 

Leverage your existing relationship to engage customers in completing the survey. Business logos and high-quality graphics and copy increases trust and willingness to offer meaningful feedback.


Ask the right questions.

Each question needs a reason for being on your survey. We find that a blend of open-ended and rating-scale questions makes it easy for customers – and gives you a good mix of input.


Use the net promoter score.

The net promoter score uses one question to measure customer loyalty: “How likely is it that you would recommend our organization to a friend or colleague?” It’s a simple, quantifiable, standardized way to benchmark the likelihood of referral.


Check any bias.

As you review your survey results, beware of the natural human bias towards what we want to believe. Celebrate praise for your company, but don’t rest on your laurels. And take care not to dismiss negative responses as “those clients no one can please.” Look deeply to improve for the future.

A closer look at the net promoter score

It correlates with business growth

The net promoter score has some weight to it – pun intended! Studies by the Harvard Business Review and Satmetrix show that companies across many industries have higher income when they improve their net promoter scores.

It’s easy to build into your survey

Calculate your net promoter score with the answer to this key question, using a 0-10 scale: How likely is it that you would recommend [brand] to a friend or colleague?

Answers are grouped as follows:

  • 0–6 = Detractors—unhappy customers who can hurt your brand through negative word-of-mouth
  • 7–8 = Passives—satisfied but indifferent customers who could be swayed by the competition
  • 9–10 = Promoters—loyal customers who will keep buying and referring others

Subtracting the percentage of Detractors from the percentage of Promoters yields the net promoter score, which can range from a low of -100 (if every customer is a Detractor) to a high of 100 (if every customer is a Promoter).

When it comes to customer satisfaction, knowing is better than guessing. Tap into what your customers are thinking with a well-designed survey.

Unleashing the Power of CX

Positive customer experiences drive greater engagement

Positve CX

According to leading experts, customer experience (or CX) is the “next competitive battleground,” one that will stand as a critical measure of business success in a world of increased consumer power.1 But what exactly does CX mean? Customer experience is the sum total of what your customer wants, does, sees, thinks, feels and likes. And delivering positive experiences to your customers across all touchpoints on their journey translates into greater engagement and ROI.



Taking a holistic view

CX is made up of direct contact (the general course of business, usually initiated by the customer) as well as indirect contact (such as word-of-mouth referrals and reputation). About half of the CX equation is subconscious, driven by how the customer feels about your company.

It’s important to note that CX is not the same thing as customer service. CX is composed of many touchpoints during the entire customer journey and relationship. This includes ads and marketing, conferences, social media, proposals, project status reports and invoices. Customer service is but one of those touchpoints, focused on a specific point in time.

Logic vs. emotion

Price, quality, expertise, dependability, reputation: these are the familiar metrics by which customers evaluate companies. But emotion actually plays a more significant role than these rational yardsticks. People tend to do business with companies they like. Offering the best product isn’t enough if customers don’t enjoy working with you. Companies that achieve likeability and a sense of shared values attract more loyalty and longevity among their customers.

Read on to learn about how you can increase the quality of the customer experience with your company with these three steps:

1. Understand your “WHY”
2. Understand your customers
3. Use emotional marketing techniques


STEP #1:



Research on customer journeys shows that organizations “able to skillfully manage the entire experience reap enormous rewards: enhanced customer satisfaction, reduced churn, increased revenue, and greater employee satisfaction.”2

What’s your WHY?

As a marketer, you naturally think “customer first.” To improve CX, your first impulse is most likely to start by gathering information about your customers to understand them better. However, we contend that companies must know themselves first. Remember, it’s all about the feelings: customers are looking to buy into your deeper purpose. So when you’ve done this initial legwork to understand WHY you do what you do and what you stand for, it translates into more positive CX. Think about beloved and wildly successful companies like Apple, Netflix or Amazon – their purpose strongly resonates with customers, creating loyal fans.

Why How What
Leaders and organizations with the capacity to inspire think, act and communicate from the inside out, starting with WHY. When we communicate our purpose or cause first, it literally taps the part of the brain that inspires behavior. Simon Sinek: How great leaders inspire action


The nuts and bolts

Every company can easily explain WHAT they do, and most have no trouble explaining HOW they do it. But relatively few companies can readily put into words exactly WHY they do it. “To make a profit” and “To stay in business” aren’t reasons, they’re results. Those companies who can best articulate and embody their WHY – and get their customers to understand and value it – tend to be the most successful. Simon Sinek presents this simple but powerful idea in a TED talk.3

What does your company believe? What gets leaders and employees up in the morning? How is your company making a positive impact? The answers to these questions form the foundation for understanding your WHY. A company with a strong grasp of its purpose can more readily connect with its customers on a personal level beyond logical and rational appeals. Instead of relying on dry lists of features and benefits to win over customers, you can begin to persuade customers to “feel” that you know what you’re doing, you are committed to doing it right, and they will find satisfaction when they choose to give you their business.


STEP #2:



It all starts with personas

Now that you’ve taken a look at what drives you, it’s time to turn to your customers. Personas are representations of ideal customers based on your market research and data about existing customers. They provide insight into where to focus your marketing time – and they can help guide your CX efforts. Elements that help craft a persona include customer demographics, behavior patterns, motivations and goals. Personas are valuable because they give you the ability to hone in on the needs of specific users rather than “everyone.” At a minimum, personas typically address your ideal customer’s:

  • Job title
  • Company / industry
  • Pain points
  • Preferred communication channels

The customer journey map

For even more insight into what customers are thinking and feeling, the customer experience map is the perfect tool. It outlines the customer journey from the initial contact through the process of learning and engaging – and into long-term trusted relationship with a company. It identifies key touchpoints and the customer’s perceptions and questions during those touchpoints, which helps marketers convert data into a story to share and use throughout the organization to improve CX.

No one-size-fits-all recipe

Now you may be wondering: is there a program I can use to build my map? What’s the most effective structure? While there is no formal template for what a customer experience map looks like, one tool we use is uxpressia. No matter what tool or method you choose, the most important thing is to include both analytical and anecdotal research for a robust representation of what the customer goes through.
Path Graphic
Assembling and combining the data – operational, marketing, and customer and competitive research – to build your customer journey map may sound complex. The Harvard Business Review notes that “the reward is well worth it, because the fact base that’s created allows management to clearly see the customer’s experience of various journeys and decide which ones to prioritize.”2






Feelings, nothing more than feelings

Humans don’t just consider rational factors when making decisions. Studies show that emotions greatly influence consumer choices.4 We don’t think our way forward – we feel it. Developing an emotional connection elevates the customer experience, helping you break through the static and create a loyal customer base willing to talk positively about your brand – and deliver repeat business.

Antonio Lucio, the new CMO of HP, says “Brands that are able to transcend the rational dimension of their product and build a place in consumers’ hearts, will remain relevant for a long time.”5

Keep it positive

Negative emotional marketing can indeed create a sense of urgency (scare tactics to prevent dangerous behaviors like smoking or drunk driving, or using anger to spur solutions for injustice, for example) but positivity increases sharing and engagement. A 2010 study of the most-emailed New York Times articles found that emotional articles were shared more often, and positive posts were shared more than negative ones.6

Tugging the heartstrings: not just for B2C

Emotional marketing is mostly considered the province of consumer marketing, but the principles can apply to B2B as well. Business decision-makers may tell themselves they are driven by facts and hard numbers and logic, but the truth is that their feelings about companies very much sway them as well. It requires more subtlety for marketers to work this angle in B2B compared to gushy sentimental ads, but it is a totally valid area to consider.

Make the most of effective emotional triggers.7



Be transparent. Play up the company / product track record. Incorporate proof points to show that you have substance behind the style and are in it for the long term.


WIIFM (What’s In It For Me) is a powerful force. Don’t just talk about why your company is awesome – tell customers how they will benefit.


Tap into the human need to be a part of something: a movement, a family, a social network, a specific feeling.


Once you’ve addressed a customer’s pain points, attend to the features that will satisfy and delight them. And of course, highlight speed.


Own your space. Be a trend-setter. Create industry standards. Most importantly, be clear about your “why”8 – your organization’s purpose – to inspire and connect with an audience.


As marketing expert Graeme Newell says,9 Coke isn’t in the “beverage” business – it’s in the “good times with close family” business. You can see this formula over and over in their marketing: friends and family coming together to celebrate. Coca-Cola’s feeling is joy and a sense that we are all one. What do people feel when they deal with your company? You’ll know if you’ve done the work to determine your WHY.

All about how you say it

It’s easy to inject good CX into your standard marketing copy. Focus on the customer and their needs.


Customer-centric / good CX copy, friendly

Buzzwords, corporate speak, all about you / low CX copy, arrogant

In today’s changing world, you face new challenges. ACME understands how to shape your strategies and uncover your opportunities. Together we will guide your path forward. ACME is the world leader for innovative solutions. No one else can match our 100+ years of best-in-class experience. We have the top experts and most robust integrated global capabilities. ACME is always #1.


And keep it conversational and clear. Avoid long, super-complex sentences. Choose more active and direct wording. Talk their talk by using words your customers prefer (which means you need to know your customer!).



Elevating CX across channels

Consult your customer journey maps and personas: what are the critical touchpoints for your customers? What do they care about? No matter how you’re communicating or what your industry, there’s a way to inject some emotion. A few examples we love:10

Gaylord Hotels
Gaylord Opryland hotel found out that a customer loved their alarm clocks, which played light music. She’d been searching for one on social media. The next time she arrived at the hotel, two alarm clocks were waiting in her room. Score!
Lego sent a young longtime fan of the toys a new action figure when he lost his favorite.
Morton's Steakhouse
Mortons delivered a man a porterhouse steak as he arrived at an airport when he jokingly tweeted about it at the beginning of his journey. The staff member drove 23 miles there. The company was rewarded with super-complimentary tweets.
Trader Joes
Trader Joes made a special grocery delivery to an elderly man in inclement weather. They even recommended additional items to fit into his special low-sodium diet.


Parting thought

Price, quality, expertise, dependability, reputation: these are the familiar metrics by which customers evaluate companies. But emotion can actually play a more significant role. Let Signal put our collective skills to work improving your CX.



  1. https://www.gartner.com/doc/3069817/customer-experience-new-competitive-battlefield
  2. https://hbr.org/2013/09/the-truth-about-customer-experience
  3. https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=en
  4. https://www.psychologytoday.com/blog/inside-the-consumer-mind/201302/how-emotions-influence-what-we-buy
  5. http://www.forbes.com/sites/kimberlywhitler/2016/02/14/developing-an-emotional-connection-with-customers-insight-from-hps-cmo-antonio-lucio/#69b6d4512e24
  6. http://blog.hubspot.com/marketing/emotions-in-advertising-examples#sm.00000crtjo5feldppq63dh2njeis3
  7. https://www.entrepreneur.com/article/205240
  8. https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=en
  9. https://www.youtube.com/watch?v=0r33zUmjftQ
  10. https://www.helpscout.net/10-customer-service-stories/
ADA compliant websites

ADA-Compliant Websites: What You Need to Know

ADA Compliant Websites

The Americans with Disabilities Act (ADA) prohibits discrimination against people with disabilities in employment, transportation, public accommodation, communications and governmental activities. What you may not know is that the ADA and other standards require that governmental websites be accessible to those with disabilities. Below, we answer the most pressing questions.

What are the requirements?

The Americans with Disabilities Act (ADA) and Section 508 of the Rehabilitation Act of 1973 require that state and local governments provide people with disabilities equal access to their “programs, services, or activities.” This includes all information technology – including hardware, software and documentation.

I’m a private employer, so this doesn’t apply to me, right?

While most ADA information technology standards are aimed at governmental entities, private companies are not exempt from having ADA-compliant websites. Making websites more accessible for disabled users can enhance the UX (or user experience) for everyone. Signal has helped a number of private companies voluntarily improve the accessibility of their websites. Ideally, every website should be ADA-compliant, and we believe that more companies will be prioritizing this as part of website development / redesign efforts.

How do you implement an ADA-compliant website?

Accessibility is not difficult to implement if it’s planned for accordingly. In most cases, it requires extra attention to website design, content and functionality to meet specified standards. It also requires routine audits of your website to ensure it stays compliant as it evolves. The steps required are different for every unique website.

The Advocates for Individuals with Disabilities (AID) Foundation has a few high-level suggestions to get started.

  • Pair images, videos and audio with text. For users who are visually- or hearing-impaired, some form of accompanying text can enhance their experience. This includes captions added to videos, text transcripts of multimedia content, and descriptive alt tags coded on photos, infographics and graphical text elements.
  • Make sure you have the links. Lost links and embedded resources can be a challenge for disabled users. Create links to videos instead of embedding. Add links for transcripts of videos. And don’t forget to add links for media player downloads, so users don’t have to hunt them down online.
  • Avoid using strobe effects or repeatedly flashing images. These can trigger seizures in those who have epilepsy.
  • Be friendly to assistive technologies. Disabled users rely on a host of assistive technologies to help them with computers: joysticks, trackballs, screen enlargers, speech synthesizers and screen readers are a few examples. Java applets, scripts and plug-ins (including the ubiquitous PDF and PowerPoint files!) must be accessible to those technologies.

Are you “agile” and don’t know it?

You’ve probably heard of “agile” software development, but the term is increasingly being used to describe marketing communications. The essence of agile is simple: get your work into the hands of the end customer as early and often as possible. This could apply to a website, brochure or almost any form of communication.

At Signal, more and more clients are interested in using agile on their projects and want to know about our experience with it. At first, I wondered if we were coming late to the game. After all, the Agile Manifesto came out in 2001 and we’ve only been working with terminology like stand-up meetings, backlogs and MVPs for the past few years. However, I revisited the manifesto and quickly realized that Signal’s approach has always resembled those agile principles laid out 15 years ago. Maybe we were always agile?

To cite the core of the Agile Manifesto:

“We are uncovering better ways of developing
 software by doing it and helping others do it. Through this work we have come to value:

Individuals and interactions over processes and tools
Working software over comprehensive documentation
Customer collaboration over contract negotiation
Responding to change over following a plan

That is, while there is value in the items on the right, we value the items on the left more.”

Let’s take a look at each of these principles in practice.

1 / Individuals and interactions over processes and tools

We tailor our work to each unique client, filling gaps and bringing fresh perspectives as they’re needed. Signal has never been rigid or insisted that a client use a particular tool or follow a proprietary process –because we don’t have one. Every client is different, so we customize our solutions and even our communication processes to their need.

2 / Working software over comprehensive documentation

We have always been lean on documentation, probably because we recognized early on that things change, the scope shifts – and that it’s OK! We’ve always moved quickly through the planning phase to focus on an iterative design process, creating something for our client to respond to.

3 / Customer collaboration over contract negotiation

In the nearly 25 years Signal has been in business, the majority of our work has been completed on a handshake basis, without a contract. This means we must stay in constant communication with regard to expectations and any scope adjustments. The agile practice of daily stand-up meetings definitely makes this easier. A quick 15-minute meeting to talk about progress, roadblocks and action items supports tight collaboration with our clients.

4 / Responding to change over following a plan

I’m often told by clients that they truly appreciate how we “roll with it” when changes happen. After 15+ years on the client services side of our agency, I don’t know any other way to work. Our job is to provide a solution for our client – and if the situation changes, we have to be prepared to change with it. Period.

Agile Manifesto values

A shift in mindset

So, it appears that Signal has been agile all along, at least in principle. There has, however, been one change that agile thinking has made in the way that we work. Agile demands that we keep the needs of the customer first. But “the customer” isn’t just our client. We’ve started thinking more about what’s important to the end customer – our clients’ clients. We’ve always done this on some level – using market research to make informed assumptions – but the agile methodology has helped us break down the assumptions.

Today, I hear people on my team asking “Have we validated this with the customer yet?” This is ultimately what agile thinking means. And it’s made us better marketers.

So, what can agile teach you?