“Nothing in life is quite as important as you think it is while you’re thinking about it”. Daniel Kahneman.
Your customers, past, present and future, all have a view on you. Understanding where and how your business fits into their lives is fundamental to your business’s success.
It is essential for you to remain able to see your brand/product as your customers (past, current and potential) do. Remember on an average day you will very probably have thought about your brand more before lunchtime than they will do in their whole lives.
Understanding their perspective will improve yours, seeing your brand through their eyes is key to understanding what they need and want.