Because no longer is the Marketing message, "We want your money". To day the Marketing message has to be "We want your opinions".
Because the moment you put that into real practice you can have everything you've always wanted, sales, customer relationships and also Brand loyalty.
And the next time you hear those words "Let's research it" remember that research works against the very thing you desperately need in your Marketing efforts, creativity and risk taking, both crucially necessary to the successful development of your products or services.
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