The Dog Sniff Test: How Social Media Enables You to Really Know Your Customer

(Source: photo by Damir Perge, welcome mat displayed in front of author's home.)

How many times have you read classical marketing books or maybe someone has even told you, perhaps a successful entrepreneur or a venture capitalist on a discussion panel, that the secret to any startup or new product success is to know your customer. Like this is some incredible secret you've never heard before.

Much has changed since the classic 4 P’s ruled the marketing world: product, placement, promotion and p...