Entrepreneurs know that it can be very easy to get caught up in the workings of the business--creating content, systems, programs, and all those other things that need to be attended to. This can be incredibly time-consuming, and working on the company brand's visibility in the marketplace can accidentally take a backseat.
In business, the strongest relationships with customers are built the same way. Unfortunately, many companies are stuck in the old mindset of relying solely on advertising, public relations and promotions and have not created the opportunity for a conversation. After all, they have already "captured the market."