I versus You. Us and Them. In today’s competitive economy, the customer cares about his needs, not your features. Everything you touch in your marketing mix must be user- or customer-centric. You must engage your customer or relay that communication to the end-user in order to provide support for his needs. “What benefits can I provide you?” “What would help the most to make your business successful?” What can I do for you today?” It’s all about the customer, folks. Always has been. I’m sometimes amazed that we still write about this topic. It should be a part of our DNA as a business person by now. Listen to your customers. Respect the limited time that they have. Envision that you’re speaking with loyal customers for the first time. That you’re hearing them for the first time. What do you think you’ll learn?