I believe the value of a focus group is to learn how to better tell the story, and the best way to tell the story is always from the inside out. It’s hard to tell our story until we know it—that is, until we’ve felt it—heard it with our third ear, seen it with the eyes of our client, until we have been gripped by it in deep places, and have finally lived it. Only then are we ready to tell our story to the focus group—our objective, to learn even more: Have we told the whole story? What part did we omit? Were we blind to areas in the story that others readily saw? Sometimes we’re oblivious to
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