"Really good information in return for basically nothing"

Philip Morgan

Lee, who is participating in the Deepening Market Insight workshop in Specialization School, had this to say about the research process (shared w/permission):

_I had two more interviews this week, and I was struck again by what you describe as people’s basic “goodness” - here were two (more) people who gave me really good information in return for basically nothing.

Intellectually, I know that people like this exist, but even when I experience it, over and over again, in real life, I still have a hard time believing that it’s actually happening._

Yep! It still kind of surprises me too that when you show up with genuine curiosity and a bit of vulnerability you find that many people share freely of their insight.

That's what /specialization-school/part-2-deepening-marketing-insight-workshop/ helps you learn how to do.