I often say this to brand new clients. Does it surprise you? It might. When I do say it, I’m often met, of course, with looks of disbelief or even anger. I hear responses like: “We sell millions of dollars’ in product—obviously people care what we do!” But, no, I reply, they do not. And it doesn’t matter whether the client in question sells tennis shoes, industrial fasteners, financial services or some other product—really, no one cares. And I mean that sincerely. They really don’t.