Have you ever made an assumption about a customer that turned out to be wrong? I'd be lying if I said I hadn't!

Its very easy to sit behind our desks and make assumptions about our customers and their motivation for buying from us - trying to put ourselves in their shoes and deciding what they want based on what we think we would want if we were them.

It's just as easy to make assuptions about what sort of content will engage people. You can look at metrics and data and stats, you can look at what has worked for others, you can write a piece that you are convinced is going to blow their minds; but until you actually talk to your customers you are shooting a wonky gun at a moving target whilst wearing a blindfold!