Naomi Henderson, the author of Secrets of a Master Moderator, once said, “What matters in life cannot be counted.”She was referring to businesses relying too heavily on data and analytics in an attempt to understand their customers.It’s not that data and analytics aren’t important. It’s just that they don’t tell the whole story.Her point was that it takes a whole lot of truly listening and connecting with your customers to truly understand their quirks, feelings, preferences, and buying habits.And you can’t pick up on those vital details by simply counting numbers.But as a coworking space operator, you’ve literally got a cheat code.You’ve got a distinct benefit over other types of businesses: your customers and prospects are either in your space, in person, right now, or they’ll be coming for a tour at some point.Want to create content that actually connects with them and brings quantifiable business outcomes?Go out there and talk to them. Get to know them. Listen to their wants and needs. And then combine your learnings with the data at your disposal.