Pop Soda Jones. "The reality is that consumers don’t need our
stuff," says Peter van Stolk, founder, president and ceo of Jones Soda,
in a transcript of an interview with Ryan Underwood posted on FastCompany.com.
He says that’s the one simple insight that made him a better marketer.
As he puts it: "You’re not listening to your customer when you tell
them, ‘You need me.’ You listen to your customers when you say, ‘You
really don’t need me.’"