I love this quote. Most of us say we know lots about our customers, but I wonder how many marketing people could really look their boss in the eye and say they really know all about their customers. We all know what we know, and assume that this is the truth, but what dear Donald [...]

Normally I follow a very rational purchasing process. If I buy a new book I look at the cover, read the blurb and trawl through some customer reviews before making my decision. When I bought my car I spent hours on the web looking at Whatcar and Autocar ratings and pouring over the NCAP website. [...]