A business doesn't last for 100 years without listening to its consumers. Alex Sherbinow from Old Town Canoe and Kayak joins me on this episode to discuss how crucial it is to listen and understand your consumer.   In an era with data everywhere, it's easy to craft digital reflections of who we think our customers are. We might know what age they are, how much money they make or where they went to college, but do we know them as people?   Alex shares how he and his team prioritize consumer feedback, empathize with their consumer, and how that influences product design.   Follow Alex and Old Town: @oldtowncanoes @alexsherbinow   Produced by: @portsideproductions @backcountrymarketing @coleheilborn