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Unfortunately it's not always as simple as having a great product or service and telling people such. It can take years and dedication to a particular approach to break through and reach the desired effect you are hoping for. Nike is perfect example of a brand that seems to constantly have its finger on the pulse the market but in the early 2000's couldn't break into the skateboard market. This was during a time when the X-Games still hadn't truly taken off yet and addressing skateboarders on their own level seemed about as easy as a 720 Bullflip. So what did Nike do? They customized the product to fit the specific needs of the target audience, they associated themselves with the leaders and in that industry (ie. Paul Rodriguez and Lance Mountain) and partnered with retailers that are seen as tastemakers in the industry. Although this was not an overnight process, Nike has continued to gain prominence amongst the skateboarding elite and sneaker-heads alike by showing that they actually care about skateboarding. This is accomplished in part by dealing with the market on their own terms and continuing to push the product in a way that addresses the tastes and desires of that particular consumer.

In short, R&D and focus groups won't always tell you everything you need to know about a particular market. Sometimes you have to roll up your sleeves and actually be there. Experience what they experience and speak to them in their own language. In an era of smart phones and even savvier shoppers, connecting with customers in a way that is relevant is more important than ever. What's your approach?