Where we are determines what we need to do. Living in the city, I often times learn the most by riding public transportation. [It] is like a snapshot of the city as it brings together people of all walks of life. You can get a real inside look at what people are reading and listening to, what conversations they are having and hear what questions they are answering.
Of course, there are other ways to pick up what's happening in the community.
There are simple ways to learn from hanging out in coffee shops to reading [or following] local news agencies, and just taking time to be outside of the office and out where people are. Once you know your context you’re better able to know how to adjust and shape your message so it’s heard.[full interview]
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