Be where your business is
Steve&#x27;s example is financial services companies in New York but this applies to the digital realm too, especially if your customers are less geographically-concentrated.<p>Be where your customers are: forums, slacks, discords, social media bubbles, etc.<p>Cultivate real relationships and build authentically from within a community. <i>Live</i> alongside your customers instead of selling into a community from the outside. Interact with the community regularly instead of relying on a handful of periodic outreach responses to gather customer feedback.