What all companies really need to do to improve their performance is to get better at listening to the conversations that are already out there on the Internet. They can listen for many purposes – from figuring out what products or services to offer and understanding which customer wants what, to repairing the damage done when something goes wrong.
而所有想要增加绩效的公司所真正需要做的，就是提高自己倾听那些早已经发布在网络上面的声音的能力。他们倾听的目的可以是多种多样的 —— 从识别该提供什么产品或服务，了解何种客户需要什么东西，到弥补一些错误所导致的损失都可以。