Traditional marketing and communications often take the form of a one-way conversation. Things are put out into the market and it generally ends there. With the emergence of social media, a two-way conversation has also emerged. It leads to the opportunity for companies to sense what is happening in the market and respond to it.Jeff Gothelf and Josh Seiden previously co-authored the book Lean UX and in their latest, Sense & Respond, they investigate how companies can foster that two-way conversation. In particular, convincing companies that, no matter what industry they're in, they're software companies.In this podcast, Jeff and Josh share some of the highlights from the book and their research. Our hosts, Adam Churchill and Jared Spool dig into those highlights.