The significance of market listening is that it is the opposite of debating and discussing assumptions and predictions about what our markets are up to what they want and need from us. Because change is ubiquitous in our world and uncertainty is a given one thing we know about our markets is that their worlds are continuously shifting and changing.
The shifts and changes happen in ways we know in ways we don't know. It takes deep listening through inquiry and sometimes observation and direct experience with people in our markets to understand what they are experiencing achieving an enduring. This is clearly the opposite of speculation and endless conversation about what we think is happening with people in our markets.
What we need are ripe actionable clear questions about testing our intuitions our expectations and our assumptions. This means leaving our conversation and meeting rooms and getting out and talking to those we serve and those we could potentially serve.