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Most firms think they’re listening.
Few hear what actually matters.

Listen Differently is a practical playbook for cutting through that fog. It shows how to turn scattered feedback into an always-on Client Signal, so you can act on what matters before it shows up as lost work, client churn, or price pressure.
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Key insight

Feedback Fog

Most firms think they're listening. Few hear what actually matters. The gap between collecting feedback and understanding what clients truly value, creates what the authors call Feedback Fog: signals scattered across silos, risks hiding in plain sight, and decisions made without a clear view of what clients really need.
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The Seven Wisdoms of the Waterhole

At the heart of the book is The Wisdom of the Waterhole: a short business parable about a firm that discovers what it’s been missing, and learns to listen in a fundamentally different way. It’s followed by seven shifts and the practical actions you can take to achieve the same.
1

Listen to grow, not to measure.

Whether you have a team of 2 or 200, our shared team inboxes keep everyone on the same page and in the loop.
2

Curiosity before defensiveness.

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3

Listen continuously, not periodically.

Measure what matters with Untitled’s easy-to-use reports. You can filter, export, and drilldown on the data in a couple clicks.
4

Look for signals beyond the research.

Solve a problem or close a sale in real-time with chat. If no one is available.
5

Listen to all voices, not just the loudest.

Explore 100+ integrations that make your day-to-day workflow more efficient and familiar. Plus, our extensive developer tools.
6

Take action, track impact.

Explore 100+ integrations that make your day-to-day workflow more efficient and familiar. Plus, our extensive developer tools.
7

Share insights, multiply opportunities.

Explore 100+ integrations that make your day-to-day workflow more efficient and familiar. Plus, our extensive developer tools.

The Seven Wisdoms of the Waterhole

At the heart of the book is The Wisdom of the Waterhole: a short business parable about a firm that discovers what it’s been missing, and learns to listen in a fundamentally different way. It’s followed by seven shifts and the practical actions you can take to achieve the same.
1
Listen to grow, not to measure.
2
Curiosity before defensiveness.
3
Listen continuously, not periodically.
4
Look for signals beyond the research.
5
Listen to all voices, not just the loudest.
6
Take action, track impact.
7
Share insights, multiply opportunities.
Learn more

Industry experts

Each move is brought to life with practical examples, tips, and perspectives from industry experts—the Wise Owls—grounding the ideas in real-world application.The firms that pull ahead aren’t the ones collecting the most feedback. They are the ones who spot what others miss, and act on it first.
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Obvious impact

When you consistently act on what you hear, the impact is obvious. You're the trusted advisor clients call first, and the firm they recommend before you even ask. You stop defending fees and start winning the work that others never even see.
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Book Resources

Listen Differently isn't just theory—it's a practical playbook grounded in real-world application. Below you'll find key resources from the book. Use these to start transforming how your firm hears and acts on what clients truly value.
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Client Signal Maturity

Most firms are not short of feedback. They are short of clarity. The Client Signal Maturity Assessment shows how well your firm captures, connects and uses signals to drive better decisions and organic growth. In just a few minutes, you’ll see whether your approach is fragmented, structured, integrated or intelligent — and where the gaps are.
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Feedback Openness Scale

The Feedback Openness Scale helps leaders recognise where they sit on a spectrum of how openly it seeks, receives and uses feedback; and what it looks like to move forward. Most firms think they’re sitting comfortably above zero. In truth, many hover around the middle, doing just enough to claim they ‘listen’ but not enough to learn.
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Value Drivers

The Value Drivers model provides a consistent way to compare brand promises against client reality. Our model gives firms a common language that bridges the gap between how they talk about value and how their clients experience it. Instead of relying on a single metric like NPS, you identify the 3–4 characteristics that your firm has committed to excelling at. These Value Drivers then become a consistent focus of your listening.
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Client Signal Flywheel

The Client Signal Flywheel provides a practical blueprint for how firms use client insights to drive continuous growth by moving from fragmented feedback to always-on clarity. The flywheel replaces standalone activities with an internal rhythm that helps firms collect signals, align around insight, and act with confidence.
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The authors

Written by Jennie Waring and Paul Roberts of MyCustomerLens, this book is for leaders in professional and business services firms who want to strengthen relationships, protect reputation, and build a genuine competitive advantage.

— The signal is already there. This book shows you how to tune in and take action. 
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