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One of the most oft-repeated pieces of business advice is, “put yourself in your customers shoes.”

On the surface this makes complete sense, but, in fact, thinking like your customer is really hard to do.

The reason why boils down to the study of heuristics – how people think and why they think certain ways. I was first exposed to this extremely interesting topic at the 2007 TED Conference where I was exposed to the breathtakingly original studies of Daniel Kahneman and Amos Tversky, two Israeli psychologists. It became clear to me their work in understanding the human mind was also applicable to the art and science of marketing.

Join me in this week’s Uncopyable video throwback, presented in a speech in 2009, as I explain that we don’t see things as they really are. We see things as we are.

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