The Only Way to Turn the Lights on Is to Start Talking to People

As a marketer when you're working with a client or even if you work in-house and you've been at the company a long time, the philosophy that you should take is that I know nothing. It's all about talking to customers and figuring out how they shop. Nine times out of ten, there'll be some surprises in there that you just hadn't considered. The only way that you can know is just by asking people.