Your customers don’t care about you. They don’t care about your product or service. They care about themselves, their dreams, their goals. Now, they will care much more if you help them reach their goals, and to do that, you must understand their goals, as well as their needs and deepest desires.
The hardest thing when you think about focusing. You think focusing is about saying “Yes.” No. Focusing is about saying “No.” And when you say “No,” you piss off people.
