Robert Burns, a Scottish poet and lyricist of the 18th century, remains considered by many the national poet of Scotland.

Today his work and literary influence are celebrated globally.

This verse from the Burns poem, To A Louse, describes the value of qualitative research in drawing a bead on what is important in marketing your product and enterprise, and what is not:

O would some Power the gift to give us
To see ourselves as others see us!

As Burns suggests, as a business leader give yourself the gift of seeing your product, your organization, as others see you.

Do so by stepping out from behind your desk or workstation, move outside your office and accumulate insights at street level to watch and listen at how your product/s and their lifestyles converge.

Just as Robert Burns counseled some 300+ years ago.