It's a funny thing, that in so much discussion that goes on in businesses, how much of it is focused from the business point-of-view -- and how little attention is given to "what it looks like to a customer". As though that is of no consequence to a business!
We can market and develop our business just as we see fit. But if it doesn't resonate with our customers, and connect with those we would like to bring in to our business, in a way that satisfies what *they* want... then we are missing the point - and the opportunity.
I've seen accountants and life insurance agents and mortgage brokers and lawyers and real estate agents and more...all discussing "my client" as though they understood them - when they have no clue. That these different business people are all referring to the *same person* in identifying "their client" - and potentially NOT ONE of them has a clue as to what the customer really needs overall and in a complete context, is a sad state of affairs. When the customer relies on their advisors in the decisions they make to purchase whatever it is they need, then we let them down by not providing the understanding of the role that we could (opportunity to us) and probably should (responsibility to them and to our larger business interest) be playing.
Here's a link to a great blog The Social Customer Manifesto
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