Understanding the customer and his or her motivation is priceless, but it’s
old-school and just half of the solution. The other half, making it easy
for the customer to engage, is what sets growing organizations apart from stagnant ones.
In case after case, we see businesses and not-for-profit organizations launching initiatives, holding
events and undertaking other activities for the sole purpose of “awareness raising.” And
in case after case, we see that the public failed to respond the way the organization expected.