Listening is the first and certainly the most important component of the Conversation in the Marketing Canvas. Before talking, you should first systematically listen to your customers and prospects? Are you doing it? Actively?
If you want to design the marketing strategy for your business, you should first start to analyse where you will play. What does it mean? It means that your product/service will be associated by consumers/buyers with other alternatives they have on the market (maybe no alternative exists which means that you creating a new category also referred as a blue ocean).