The more I work organizations on focusing their marketing around the lifestyles of their customers, the more these two things become crystal clear:

1. Common sense is a rare commodity inside large, complex companies.
2. The best answers are often common sense.

But you get away from common sense when you don’t talk to your customers qualitatively, because then, you’re just guessing.

How do customers talk about your product? What words do they use? Those are the words you want to use in your marketing!

Unless you ask them, you’re just sitting in a conference room, guessing.

The answers are out there, and they’re easy to get.

Getting them takes some common sense.

So, go get ’em!