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Build a Better Understanding of Customers, Get a Competitive Advantage

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This story appears in the July 2013 issue of Entrepreneur. Subscribe »

A decade ago, your company website might have been a kind of digital brochure with some basic contact information. Taking that approach in 2013 will make you look like you're wearing mom jeans to Coachella.

These days, a successful digital presence is a living, breathing, meaningful experience--rooted in inspiration, customer empathy and clear utility. Your goal is to provide real value to prospects and customers by anticipating their needs, giving them a reason to do business with you and fostering their loyalty to your brand. There's even a verb for all this: grokking--understanding or communicating through empathy or intuition.

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