"Think Like Your Customer" by Bill Stinnett

"I firmly believe that thinking like your customer starts with being willing to think differently than you think now. Many of us have been trained to be experts on the products or services we sell. To be able to quickly list the features and benefits thereof and talk about how our clients can use our products in their business. But in fact that's not what our customers think about. We get the client to talk to us about the business objects they're trying to achieve, and then map our solutions."

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