Drinking your own Kool-Aid

It's the easiest thing in the world to do... to convince ourselves that we have all the answers because of our own life experiences. When it comes to communications, this is a dangerous place to be. Here's why:

• You are not your target audience. 

• The knowledge you think you have is not as valuable as actual evidence of human behavior and results. 

• You can't change things effectively without understanding how they got to be this way in the first place.

 Listen... learn... understand... then act.