Know the problem that your customers are trying to solve or the job to be done. To connect with your customer emotionally, understand how your customer sees their problem and how that is consistent or different than how you see the problem.

We all like to think that our company’s innovations are unique solutions to new problems, while we may actually be solving existing problems. Customers just may not have thought about their problem in the way we solve them.

Most of our customers don’t think in terms of problems. Customers think about problems and solutions in terms of their own experience. It’s our job to communicate to them the new vision, which we may need to do using what’s already familiar to them.