As a marketing professional, I always keep this in mind: with the variety of choices customers now have, the supply and demand model is now flipped around putting the power in consumers’ hands. It is now about knowing what the consumer wants and serving them, or they will find what they are looking for elsewhere.

The human brain loves to categorize things. It’s how we make sense of our world on a daily basis. This has much to do with why we are so quick to make assumptions. Our brains need to understand why people say what they say by filling in the blanks. The breakdown happens when our assumptions are flat wrong. It’s dangerous to believe you know everything about your customer and vice versa. When you communicate with your customers, do so as clearly as possible with an open mind―and open ears. Listening is one of the greatest tools to combat assumptions.

What I have always liked about this quote is that no matter how big of an organization someone has, everyone lives by this rule. It is the great equalizer and the law that can humble any human being, no matter how protected they think they are on their perch. Take Blackberry, for example. They went from controlling half the world’s smartphone market to being rendered completely irrelevant, and from a profit of almost $2 billion to a $5.8 billion deficit―all within five years. The fascinating beginning to this downfall occurred 24 hours after Steve Jobs unveiled the first iPhone, when the CEO of Blackberry famously stated, “It’s OK. We’ll be fine.”

We know if our customers are raving fans: good news will spread about Continue Good. We believe raving fans are better than any type of internet marketing. I have personally been a raving fan, and I couldn’t stop telling my friends about this company. Raving fans are contagious in the best way. If you inspire your company’s culture to expect nothing less than creating raving customers, it will put the needed weight on customer service and how you interact with your customers.

My team and I love this quote because no matter how well you run your business, unhappy customers are inevitable. While there will be a percentage who are just unhappy people looking to complain about anything, most people will have legitimate points worth considering. You can never see your business the way people on the receiving end of your service can, and listening to them is the only way to learn and improve. We are grateful when someone speaks up―so many unhappy people just never shop with you again while also spreading negative words about your business. Feedback of any kind is a gift, so use it to your best advantage. We’ve found that negative feedback that’s handled in a caring and concerned manner can often make a lifelong customer out of a previously disgruntled shopper.