Traditionally, American businesses are more focused on pushing out a message than listening to those receiving it. But in today’s interconnected world, listening to your customer and responding to them isn’t just important, it’s vital.

That’s where Dave Kerpen comes in. A man who paid for his entire wedding through fundraisers and smiles has made a business out of being likeable and is now spreading this giddy gospel across the country.

Dave Kerpen, NY Times and USA Today best-selling author, explained why an authentic and amiable platform is crucial in a hyper-connected society at Mobium’s February 22 New Paradigm event in Chicago.

According to Kerpen, pushing out the same message is no longer a one-way ticket to success. Social media activity increases daily and with it, the need for customers’ opinions to be heard, valued and considered.

In fact, Kerpen contends that if businesses do not adopt authentic and transparent platforms, they will end up buried underneath a pile of negative tweets and angry Facebook posts. That’s why it’s more important than ever that businesses shift from content shoving and focus more on systematically listening to their customers and prospects. But it doesn’t stop there.

Kerpen says that businesses are not only under an obligation to respond, they need to respond in a human, helpful and direct way, and in real time. This means that the days of automated messages and one-way communication are gone, and the era of hyper-connectivity and interactive engagement is upon us.

If you’d like to read his book, click here.