While AI can crunch data, identify trends, and streamline processes, it cannot replace the boots-on-the-ground work necessary to truly understand the community a business hopes to reach. This involves real conversations, building rapport, and forming a shared human connection. Only then can companies develop products that solve real pain points.

Rob Gregg is the Founder and CEO of STAND+, a footwear company designed for energy recovery and support for those who spend long hours on their feet. Gregg is a firm believer that great marketing is conversational, and a process that can’t be replaced by AI – especially when a company is young and first starting out. The company’s growth and loyal customer base have been shaped by marketing tactics that emphasize listening, understanding, and connecting with people on a deeply human level.

Saying vs. doing: "You can say a lot of things from a marketing perspective that are 'nice'. But it’s a whole different thing to actually create something fundamentally that backs it up and creates a real change," says Gregg. His company’s approach to product development is rooted in one central idea: to solve a real problem, you need to start by understanding it from the source—your customers.

Gaps in the market: Gregg’s journey began with listening. Through one-on-one conversations—whether Zoom calls, in-person meetings, or focus groups—he sought to identify the gaps in the market. "We said, well, we’d like to do something to help, but we need to start with 'what problems do you have that need solving'? And that came from a very human-level understanding," he explains. This emphasis on feedback and community insight is what drove the creation of STAND+’s unique shoes, designed to alleviate the strain of working on one’s feet for hours on end.