FROM November 2008 to last January, Paige Arnof-Fenn did not close a single deal at her strategic marketing firm in Cambridge, Mass. Nevertheless, she did not lay off any of her 45 contractors or institute a furlough policy.
Instead, she started a “listening tour,” filling her schedule with coffee, lunch, dinner and drinks with clients. She brought some of the contractors with her, while others worked on existing projects.
“I turned the tables and started asking people what they were worried about in this economy,” said Ms. Arnof-Fenn, founder and chief executive of the firm, called Mavens and Moguls.
Out of the listening tour, a new business strategy emerged: Offer clients more bite-sized products and services.
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