Very few of us, myself included, know the customer. One reason is that all of us believe, and must believe, that the product and the service we produce is important. But 99.9% of your customers couldn’t care less about your product or service. You are not that important in their universe. And that’s almost impossible to accept.
The second reason is that you amass an enormous amount of information about the people who buy from you. Yet, for almost all companies, at least 70% of the people or organizations that should be your customers are not. So, if you want to understand the customer, those people who aren’t your customers are the key.