Microphone Sensitivity
How much you hear. Controls whether you pick up on the quiet signals — tone shifts, what someone didn't say, the things most people miss.
Brian Smith and the Fake Surfer Ads
Microphone Sensitivity increased dramatically for Brian Smith when he finally heard what his customers were actually saying about his ads. The young surfers' blunt feedback about the models being fake surfers revealed signals he'd been missing for years. He shifted from hearing what he wanted to hear about his advertising to picking up the subtle cues about authenticity that his market valued.