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Consumers will point you in the direction they care about.

Leading Blog: A Leadership Blog

He listened to their stories and took their pictures. He found some women who stood confidently — even proudly — in front of the camera, and others who had avoided the camera for years out of the discomfort of seeing themselves.

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Through listening, Brian and his team recognized the deep need to help women love their bodies and to start a conversation that helps change the conversation. Target these vocal types and strike up a conversation. Engage with them frequently, so they ultimately become your advocates.

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Genuine voices contributing to your marketing efforts will increase both the authenticity and impact of anything you do. And as we know from Lesson 1, listening to these conversations makes a significant difference in charting your cause-minded course.


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Refinery29 has mastered the art of honing in on engaged individuals, and using them as critical informants and advocates in a quest to make female empowerment issues the fuel behind its editorial engine. Their entire model is built on partnering with businesses to offer co-branded products and experiences that raise money for the Global Fund.

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Then when the time comes, loosen the reigns and let them go to work on behalf of your brand and the mission you both support. A trusted partner can help your brand broaden its horizons and expand its reach. The concept of a survey-based approach to understanding how employees feel rapidly is being replaced.

We in HR have to realise that our job understanding employees is just as complex and multifaceted as is the job of marketing to understand customers. So we need new tools, expertise, and analytics platforms that go far beyond the traditional engagement survey. This new marketplace is just beginning to emerge. Our most recent research identified more than 80 different vendors offering various types of tools, ranging from always-on pulse surveys to feedback-based performance management systems to social recognition platforms.

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First, it means your engagement team should think much more broadly about its job. The team should explore this new market, select a new set of tools, and start reaching out to employees on a much more regular basis.

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Employee feedback should flow to managers directly, and your job is to make sure the process works and the data is fair and accurate. Third, it means you likely have to double down your investment in analytics and measurement skills.


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