Understanding and meeting your customers’ needs can be challenging, especially with market forces constantly changing. To succeed, you need to be a good listener and discover how your customers feel about your product. Take the charismatic fishmonger Richard Waasdorp, who livens up a fish cart in Amstelveen, near Amsterdam, in the Netherlands. Amstelveen has a large Japanese community, which didn’t escape Waasdorps’ notice. To better service this valuable client base, Waasdorp had the bright idea to learn how to speak Japanese and to travel to Japan to learn more about the types of fish and cuts that would please them…

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