by Renkha Balu | Fast Company | May 1, 2000

This article profiles successful managers who listen to their customers. Dr. Michael Rich, Director of Video Intervention/Prevention Assessment (VIA) at CMCH, listens to his patients by giving them video cameras and telling them to “show me your life with chronic illness.”

“’Medicine is not a religion; it’s a service industry,’ argues Rich. ‘Yet as doctors, we often block ourselves from getting information that we most need to serve our patients. We need to listen to patients within their framework. They’re the experts, they live with their illness every day. We can learn from them.

Get the whole story at Fast Company.