I enjoy sailing. I also enjoy taking guests (let’s assume they are my customers) sailing. But what I enjoy about sailing might not meet the expectations of my guests. I may be having a great time while the boat heels to 35º and water rolls over the gunnels, or when the boat sloshes up and down (and up and down) through the waves, or when we listen to Jimmy Buffett CDs while sitting in 98º heat with no wind to be found. I may think it’s a great sail while my guests turn a color somewhere between yellow and green and begin begging to go home.

You may think things are great, but your customers may be turning yellowish green because things are not great for them. My point is that you must measure success not by your standards, but by your customers’ standards.

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