"So often, you are not the customer for your product. Yet you market it as if you were. Showing up in your world (or the board's world your staff's world) is not nearly as important as showing up in the world of the person you're actually trying to reach."- Seth GodinWe met so many quality individuals in Chicago last week. It was really, really encouraging. Attendance seemed down at the NRA, but that simply gave us more time to spend with folks.Flying to Chicago or Orlando or Las Vagas, paying for table space, hotel and food - all of that adds up. But we do it whenever we can, because it's easy to forget to leave the building. Working hard and saving acorns is important, but people aren't squirrels. We have to take time, look up, and invest in people and process. ( And the steaks at Rosebud's were excellent!)So the riddle is, what are effective profitable ways of looking up and showing up in your customers' world?