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we are with professor Jochen verts and York and one of the themes youve always talked about is the importance of getting close to your customer listening to your customer and then taking what you learned from your customer and getting everybody in the organization to listen on it and act on it - so these customer feedback systems or feed-forward systems in one of the worlds leading experts tell us one of the key points we need to have in mind about this let me start with a quote from Jack Welsh the former CEO of GE yeah and he he that said something to the effect our competitive advantage is really two things number one we listen better and faster to our customers than the competition and the second is we are faster at translating that learning into action into improved products and solutions right so we are better at listening we are better and faster at implementing implementing so we run faster than competition right but then you contrast this to what Steve Jobs said he said look