Why? Because when you know a lot about your customer, it’s easy to go on auto-pilot and make assumptions about what matters to them. It’s internal bias.
As a consultant, I work with clients across different industries, verticals and buyers. And I’m rarely an expert in the particular buyer I’m learning about and talking to.
This forces me to approach customer research and messaging with a beginner’s mind.
I’m unafraid to ask customers seemingly obvious or unusual questions during interviews for messaging research. And THESE questions often reveal new insights that make the messaging better.
Beginner’s mind is a great way to weed out internal bias and find new inspiration for your story.