زبائنك لا يهتمون بك. لا يهتمون بمنتجك أو خدمتك. إنهم يهتمون بأنفسهم، وبأحلامهم، وبأهدافهم. وسيهتمون بك أكثر بكثير إن ساعدتهم على بلوغ أهدافهم، ولكي تفعل ذلك، عليك أن تفهم أهدافهم وحاجاتهم ورغباتهم الدفينة.

“Your customers don't care about you. They don't care about your product or service. They care about themselves, their dreams, their goals. Now, they will care much more if you help them reach their goals, and to do that, you must understand their goals, as well as their needs and deepest desires.”Steve Jobs