Marchand--Focus In, Listen Up!

Proximity isn't enough to sustain a working relationship. And don't depend upon conversations at the club as your main source of market intelligence. You may not lose the customer, but you will lose touch with the markets you serve.

Don't overlook the obvious. Your friends may (or may not) tell you that your golf game (or your company) is slipping. But that's not the purpose for a focus group. Its objective is to put you ahead, not warn you of imminent loss.