The essential struggle of the marketer is this — we are not our customers.
Because of that, it’s difficult to effectively message and market to them. There will always be a disconnect. A gap. More like a chasm.
Don’t believe me? Think of any other relationship in your life. Or watch any episode of the 90s TV show “Frasier.” Seemingly minor differences or misunderstandings can lead to major drama because we see things differently from other people.
Or in the case of marketing — serious underperformance.