Businessdesign should be able to allow listening the external society. Itneeds for better communications, like sales and marketing . Whencustomer coming to your business he should understand that yourecognise him as individual, who has different or similarcharacteristics and expectations from you. Yes you need, tounderstand today, who and what expected from your business. Massimage is not working any more. Businesses switch to multi-imagepresentation. For one man they present one face, for another womanthey present another face. The need to differentiate coming moredeeper in our society, than values of that needs. We cant separatenow customer on good and bad, because whole society support differentthings and values. By rejecting one value from your business, you maybe affected very hard. In same time if your image and culture ofdoing business, are interactional with many elements of social needs,you will gain popularity and recognitions as the brand. The difficultpart of the business listening, is to understand what is needed to belistening. Therefore logically, as more you integrate with modernsociety needs, the more people come to your business. To understandmodern society needs, we need to understand people who coming to ourbusiness. The easiest part it is observation. I am not fan of themedia or books who give you advice how to observe the society,because 99% percent of this material is useless. Best way of doing,as I said before, it is observation. Concentrate on what you see andof course listen at least how those people talk, walk, what theylike, what they wear and so on. To be competitive in business youneed to build yourself picture of this presence, rather than takingreferences from someone. Interesting to admit, that current businessstyle of listening is about new way of the world perception. If wetrade on the same level few years...maybe we need to wakeup and lookon the new world.