"お客様のことを考えましょう、自分のことではありません。"

Focusing on your customer rather than yourself is the key to truly connecting with and serving those you aim to help. This approach isn't just about good business—it's about fundamentally shifting your perspective to be more empathetic and attentive to the needs and desires of the people you're trying to reach.

Consider why this matters. Historically, businesses used to operate under the assumption that the product would sell itself. But over time, it became clear that understanding and addressing the customer's needs leads to greater success. Think of the early days of advertising: companies would shout about how great they were, listing features without really addressing why anyone should care. The shift happened when businesses started to focus more on the benefits and value to the customer, rather than just the product's specs.

Let's ground this in a real-life example. Imagine you're a small coffee shop owner in a bustling neighborhood. You could easily fall into the trap of promoting your café by talking about the high-quality beans you source or the fancy equipment you use. But what if, instead, you made it about your customers? Remember Sarah, who comes in every morning before work. She loves the cozy corner by the window where she reads a book before heading to the office. Or think about Tom, who always stops by on weekends with his dog for a quick espresso before heading to the park. When you create an environment that feels personal and welcoming, Sarah and Tom keep coming back—not just for the coffee, but for the experience that feels tailored to them.

To apply this wisdom, start by putting yourself in your customers' shoes. Ask questions: What do they value? What problems are they trying to solve? What makes their life easier or better? Use this insight to shape everything from your marketing messages to your customer service approach. When crafting a new ad campaign, focus on how your product or service enhances the customer's life, rather than just listing its features.

Imagine you're a freelance graphic designer. Instead of showcasing your technical skills and portfolio in your pitch, think about the client's perspective. They're looking for someone who can bring their vision to life, solve their design problems, and make their brand shine. So, tailor your pitch to show how you understand their unique needs and how you can help them achieve their goals.

Picture this: You're at a friend's dinner party, and someone mentions they're struggling to get their startup noticed online. You could jump in and talk about your expertise in digital marketing. But instead, you ask questions. You listen. You understand their specific challenges and brainstorm ways your skills can directly address their issues. By making the conversation about them, you build a genuine connection and show that you're not just there to sell—you're there to help.

In essence, when you make it about your customer and not about you, you build trust and loyalty. People feel valued and understood, which makes them more likely to stick around. So, next time you're thinking about how to present yourself or your product, remember to look at it through the eyes of the people you're trying to serve. They’re the real stars of the show.