Whats the problem with most marketing? Its egocentric.

Positioning diagrams, mission statements and points of difference are subject to this mistake.

Executives will start with asserting with what they want or even tell themselves a story that what they are working on is designed for the customer. However, I feel if they actually saw or could experience the "real" story that the customer tells themselves in their head - they would be surprised.

Truly understanding customers is hard but there is now way to learn if we are being egocentric and don't even know it.