A Grand Collaboration

All three groups should share what they’ve recently learned about your customer base, the competition and the marketplace. They should invite questions from one another. Goal: Get everyone on the same page early in the catalog production process.

4. Ask hard questions. Each group should be prepared to ask this question of its colleagues: “What else do you think we should be doing for our customers?” Sometimes those outside a specific discipline can see things more clearly than those who work in it day after day. This question invites participation from all areas and truly keeps customers front and center.