February 1, 2025

This is what the plumber said to me when I lived in a tiny town of 700 people (5 of whom were my family) in NW Minnesota. You see, I tried to pay him up front for the work he did. I asked,

“How much do I owe you?” I had my checkbook ready (yes, this was at a time when I still used checks.)

But instead of answering me, he paused, looked at me with a small smile, and said, “You’re not from around here, are you?”

At first, I didn’t know how to respond. My instinct was to explain myself, to justify why I was ready to pay. But instead, I took a breath and asked, “Why do you say that?”

That’s when he chuckled and said, “Around here, we settle up at the end of the job. You don’t need to rush it. Trust goes both ways. Plus, I know where you live.”

In that moment, I realized something profound, “You’re not in Kansas anymore.” I was operating with assumptions based on where I came from.

I thought I was being polite, efficient, and responsible. But in this small-town culture, relationships mattered more than processes. Trust wasn’t earned by paying up front—it was built through connection and understanding.

That exchange stayed with me because it wasn’t just about paying for plumbing. It was a lesson in listening. The power of pausing, asking, and really hearing what the other person values. That moment reminded me that, no matter what industry you’re in, understanding your audience is everything.

In marketing, it’s the same. You can’t expect to connect with people if you’re stuck in your own perspective. To build trust, you need to step into their world and see things through their eyes.

→ Here’s my takeaway: Listen first. Ask questions. Understand the “why” behind someone’s words or actions. It’s not just good for business—it’s how you build relationships that last.

So, here’s my question to you: When was the last time you paused to truly listen to your audience?

Deuces,
Mo

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