Susan Spaulding // Founder, Market Directions | Author, Recalibrate Series
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Susan Spaulding // Founder, Market Directions | Author, Recalibrate Series
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Susan Spaulding built a career on a simple but powerful idea: that understanding people deeply is the most strategic thing a marketer can do. Starting in journalism and working her way through the agency world, she became Valentine Radford's de facto research engine before spinning Market Directions into its own firm. It was complete with a 60-station phone center and a client list that stretched well beyond Kansas City. Along the way she helped brands stop guessing and start knowing, turning data into decisions that moved the needle. In this episode, Susan sits down with Sam and Mike to talk about organized curiosity, what it takes to build a discipline from scratch, and why the best creative work always starts with listening.
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