I start a lot of client engagements with a simple question: Who's the customer? It's amazing the answers that I get. Some people are really quite good. They know the customer's demographic and business or personal needs, and they focus on those things. Others don't even grasp the difference between a customer and a consumer. You might expect this if you are working in the business-to-consumer rather than business-to-business space. Working with businesses gives an automatic understanding that there are multiple influences.