When it comes right down to it - it is all about people in business.   We use terms like B2B,  B2C to signify a customer market but in reality there is no B2B.  It is always P2P.  People to People.  And those people are different than you are in marginal ways or in very significant ways.  So we need to understand them.  We need to figure out there needs.  And they may be totally different than ours.   I am amazed by the complexity of human beings.  6.8 billion of us and we are changing every day.  This is true as individuals and it is true corporately.  Every day we change as individuals for good or ill.  Every day the pool of people in our world changes by hundreds of thousands with births and deaths, job changes, location changes and much more.  No day is like another with humanity.   And in that constant change is the opportunity to try and create a life and make a living.   Simple thoughts - complex execution!