To understand what your customer thinks you have to get away from your business. You have to remove yourself emotionally, geographically, and physically to see what they see. And guess what,...the DON'T see your product or even think of your product unless they have the imediate need for your product!
Ask yourself what YOU think about in the morning. Getting to work? The kids doctors visit? Another unexpected bill that has to be paid? Maybe about your weekend plans?
Not ONE of these is about a specific product. That's right! And that is what the consumer does every day. So when they DO have a need for your product or service, you had better be the one they think of when they need it!
So get as far away from your own business as you can and THINK like a consumer, find the path that is most likely taken each day, and somehow inject YOUR message into their lives!