Learn your customers’ blind spots (and don’t take them personally).

Blind spots are areas where your customers lack awareness or understanding of either the challenge they face or the solution they need. These can be frustrations, roadblocks, and pain points.

To address these blind spots, your brand needs to understand not just its customers’ problems, but the way its customers perceive their problems.

Sometimes these blind spots lead to misunderstandings about the solution your brand provides.

When blind spots create friction, don’t take that friction personally. Why? Because imposing your own interpretation of a challenge over your customer does nothing to meet that customer where they are at.

Your customers are the focus of your brand. Meet them where they are and serve their needs.