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Customers Don’t Care What You Do

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.

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