Hot-and-sour fish-soup potato chips and white fungus oatmeal, PepsiCo’s new snack flavors for China, are fabulous reminders that your likes and dislikes are irrelevant!

It is your customer’s opinion that counts when it comes to product offerings, selling approach, and relationship building efforts. Assuming your customers share your values is a huge mistake, even if you aren’t doing business half way around the world.

When was the last time you checked to see what your customers really appreciate, wish for, and need? How do you know they aren’t acquiring a taste for hot-and-sour fish-soup potato chips or white fungus oatmeal? Isn’t it time you asked?