The Bridge

I've had a lot of conversations with business owners this year. As a researcher, there's a pattern in these conversations that keeps showing up. Everyone agrees feedback is helpful. Necessary, even. And when it comes to getting it, there's something comfortable (and dare I say easy?) about a mass survey: send it, hope for a return rate that's better than a few percentage points, and check the box marked "customer feedback." But the moment I suggest actual conversations (one-o