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.

It’s much easier to present your case for why someone ought to purchase a product or service from you, what you have identified as the features and benefits of the product or service and why your company is the best one to purchase from.

Would your marketing message stand up if you looked at it from the other side?

Has the time been taken to put thought into exactly who your customer is? What their strengths and weaknesses, goals and hopes, fears and priorities are? And does the solution you are pitching illustrate that you understand them and meet these needs and gaps?

As the article says, it’s a powerful way of achieving results and strengthening relationships.

And when marketing your business, isn’t that what you’re trying to achieve?