The following guest post is provided by Owen McDonald, VP Client Strategy, Demand Creation Specialists. Owen summarizes the most critical factors that drive business growth outlined in my new book, Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of Execution (FT Press/Pearson).
Upon arriving in Izmir, Turkey, it appeared the fastest way to travel across the city and surrounding area was to hire a taxi and driver for the day. Negotiation involved not simply the fare, but the customer experience: Is this someone with whom you wish to spend the day?