“They don’t think like you do. They don’t want what you want. They don’t believe what you believe. Their values are not your values. They don’t behave the way you do. And they certainly don’t behave the way you want them to.”
He breaks down six ways you’re wrong about your customer and how it can influence your business, content, or website.
He points out people don’t want to read your stuff, have shorter attention spans than you think, and don’t click when you tell them too.
But it’s not all bad news — he also shares four things you can do to adapt for these realities.