Greek mythology saw Tiresias, famous for clairvoyance, listen in a variety of forms. As an oracle, he would listen for the songs of birds, or through visions or pictures appearing within the smoke. From mythology to reality, we’re not clairvoyant and we don’t know what our customers want, think and feel. The challenge for us as a sector now is to really understand the difference between listening, and hearing. Listening is part of a discussion with two sides sharing a point of view and no commitment for either to take part. Hearing is a genuine interaction to understand what makes a difference to someone and what their aspirations are.