Why Your Customers Don’t Care About Kansas (And What to Do About It)

If you want to persuade, first seek to understand. If you want to lead, first listen. And if you want loyalty, start by showing up consistently.

In The Wizard of Oz, Dorothy desperately tries to get back to Kansas. She’s told that she needs to travel to see the wizard.

Along the way, she persuades the Scarecrow, Tin Man, and Lion to join her on her trip. But she doesn’t convince them to join her by repeatedly telling them how much she misses home.

Instead, she creates the conditions where joining …