Recently I was reading an HBR article on how to really understand someone else’s point of view.
The article is written more from a leadership context and how to both influence and get the best out of people by making sure you understand what they may be thinking and feeling about a given situation or decision.
It makes the point that we often try to convince others from our assumptions based on our experiences. In other words, from our point of view.
In most cases, marketing efforts have that same flaw.