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Who can solve your customers’ problems? Is it you, your customers, or both?

It may seem like it should be both of you, but only your customers can take the actions necessary to address their challenges.

Will you, as the vendor, be running the software you sell them? Of course not.

Will you be making the decisions that your software enables on behalf of your customers? Not a chance.

Some Final Fun

If you find yourself still struggling to move from “we” to “you,” here is a homework assignment: Watch the last scenes of “The Blues Brothers” where they are performing, “Everybody Needs Somebody to Love” and sing along as they and the audience chant, “You, you, you…!”