When a business reacts to customers, it is late to the party. It is behind and trying to catch up. It is stuck in the fast brain—the fear center. It’s what happens when everything is a race to win. 

But responding is different. When a business responds, it is more measured. It is more mindful. It’s not frantically searching for what to do to win; it’s asking questions and listening to see what needs to happen to make things better and keep the game going. It’s not based on fear but rather possibility. 

Reacting is about survival. It’s focused on the competition. It’s running to stay a step ahead—or at least not fall behind. It’s where gimmicks come from.

Responding, however, is about solving problems. It’s focused on the customer. It’s a walk with them to see what’s next. It’s where innovation comes from. 

Reacting is playing to keep from losing. Responding is playing to keep playing.

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