I was standing at the front of a training room at about 2 pm a week ago in Chicago. The room was on the 5th floor of a building in downtown Chicago. It wasn’t a very inspiring room. The windows looked out at another tall office building, so there was no natural light in the room at all. It looked like it was nighttime all the time. The ventilation system was loud and actually made the ceiling projector vibrate which made the slides at the front of the room vibrate. The fluorescent lights were harsh. The workshop participants were sharing the results of the case study exercise I had just asked them to do. And that’s when the magic happened.
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Staying in tune with what users want means more loyal customers—and more revenue for companies.…
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