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# Kelford Labs Daily: The nosiness of a detective
- URL: https://kelfordinc.com/kelford-labs-daily-the-nosiness-of-a-detective/
- Published: 2023-12-04T11:28:18.000Z
- Updated: 2026-01-18T15:16:38.000Z
- Description: Digging into our value.
- Author: Joel Kelly
- Tags: Daily Labs, curiosity, customers, value, discover, questions, books

*“You need to have an open mind, the nosiness of a detective, and to assimilate all the information you can get from every imaginable source when you start to create advertising.*

 — Mary Wells Lawrence, *A Big Life (In Advertising)*

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**The *nosiness of a detective*.**

It’s something I’ve repeated a lot, to a lot of different clients.

*That’s* how you discover your true value. That’s how you determine how to best deliver it. And that’s how you demonstrate your value at greater and greater distances:

By working like a detective to understand your best customers and what they value most, when they need you most, and why they choose you over other options.

**If all we know about our best customers is that they buy from us, we don’t know much at all.**

But if we know *why* they buy, *what* they need in *their* words, *how* we uniquely help them, and *when* and *where* they need us most—well, then we know a lot.

And we know what to say, what to focus on, and where and when to say it to attract more of our very best customers.

**But it starts by being curious—nosy—about our value, and the people who value it the most.**

🧠

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