A friend of mine told me he likes to do ‘consultative marketing’. 

As he explained, he sees marketing as a back-and-forth conversation with the customer, rather than a one-way dialogue. 

The idea is to make the customer feel educated, inspired and curious, rather than used. 

I loved the idea of consultative marketing the moment I heard it, because you can’t do that sort of marketing without putting yourself in your customers’ shoes.

If you always try to see things from your customers’ perspective, you’re not only going to do better marketing, you’re also going to be better at sales and customer service.