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Effective leaders don’t lead from afar - they stay close. Close to their teams. Close to their customers. Close to the everyday realities that shape meaningful decisions.   Michele Ferrero, founder of the Ferrero Group (Nutella, Kinder etc.), understood this instinctively. He famously imagined his ideal customer as “Signora Valeria” - a symbolic figure representing the mothers, grandmothers, and aunts who made daily purchasing choices. To Ferrero, she wasn’t just a consumer -

In our last blog post, we explored how Customer Closeness injects new energy into an organisation. But how do you keep that energy alive?...

There’s something remarkable about moving from observation to interaction. Customer Closeness brings a new energy to an organisation,...

Last week I was running a Customer Closeness session with a dozen customers and 30 colleagues in the room. As one customer told a story...

Recently, we’ve been employing a hybrid of insight and closeness methodologies to great success. Typically, this comprises of 4-6...

In a world where a ‘one size fits all model’ rarely applies, it is increasingly important for brands to recognise that their audiences...