By Gordon Beattie

When you buy a new car, you suddenly see lots more like it passing you on the road.

When you decide to rebrand your company, every business on the planet appears to be redesigning theirs.

It's human nature – what we notice in others, is determined by what we’re doing ourselves.

That’s why an opinion poll of one is totally worthless.

You may think you know what your customers want.

Truth is – you don’t.

The only way to find out is to ask them.