How much time do you spend within your company talking about what the world looks through your customer’s eyes? Do you spend more time talking about the products or services you peddle than you do trying to discover what your customers worry about? And by worry, I don’t mean what they complain about. I mean what they worry about most. What wakes them up in the middle of the night? Remember, most of the things your customers truly worry about have little to nothing [to do with your offering]....
