The most unhelpful assumption we make as marketers is that our customers know why they need our products or services. From there we think our job is to offer proof—to tell people why we are the best alternative. The first rule of innovation, sales and marketing is to understand the customer’s pain points (often before the customer knows them) and then to show her what life will be like in the presence of your product.

Your success is often determined by knowing what you don’t know about your customers, and by being aware of what they don’t grasp about their problems. Double down on understanding before offering proof.

Image by UN Women