If you haven’t had a chance to read Ian Wylie’s article this month in Fast Company entitled, Talk To Our Customers? Are You Crazy?, it’s a nice view into the idea of “experience immersion” with the same Gee Wiz attitude that most Fast Company articles exude.
The thing is, this isn’t a new idea. A lot of companies, like Radar, have been helping companies, with tools like ethnography, immerse themselves in their customer’s culture and experiences for a long time.
In fact, many powerful brands, such as Nike, have created an internal culture of deep dialogue throughout the organization that they don’t need guides, whether they are internal or external.