A woman in Minnie Mouse outfit stands on a street corner in Las vegas. Her head rests on the pavement. A man looks at her. Who is she, and why is she standing there? Is this her fulltime job? Does she make ends meet. Is if for fun or a necessity? We can assume but we don’t know.
In our lives we don’t know a lot of things. And we often assume a whole lot. Before we have walked in the shoes of our customer we can never answer any questions. Who is my client and what does she need? How can I be of value?