"The guerrilla is obsessed with benefits. Whenever offering a product or service, she focuses on how it will benefit the consumer and builds everything—the product, the delivery, the marketing—around that benefit."

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There are many benefits to this process of listening. The first is that good listeners are created as people feel listened to. Listening is a reciprocal process - we become more attentive to others if they have attended to us.

— Margaret J. Wheatley