Why it’s difficult for people to understand you?

In 1992, I visited an amusement park in Mumbai with my school friends. It’s called an Essel World. There was a maze. A maze is where you need to find a way from one end to another end. It’s complicated because you can’t see except some ways and walls around you. You mostly guess how to get out. So, I went inside this maze and got lost. I thought I would find the way out but I kept coming back to the same place. I was so confused.

After some time, I was scared. I could not figure out the way out. I needed someone who could get me out of this confusion. Suddenly, one of my friends met me and he found me lost in the maze. He said he knew the way out. So, I followed him and indeed, I was out of the maze and got out of it from another end. Finally, I was happy.

Now, the gap between you and your customer is just like a maze. You both are at different ends. You are at the B – end of the maze which means another end of the maze. Your customer is at point A which means at the beginning of the maze. Point A is the level of knowledge your customer has about you and your business/product. Point B is the level of knowledge you have about you, your business or your product.

You assume that the customer understands exactly what you understand. The customer has no idea about what you have to offer. Things which are obvious to you are not obvious to your customers. Customers don’t buy the best product or service. Customers buy what they understand easily.

When you talk the language people don’t understand, you lose them immediately. The same as we talked earlier on about the game that Elizabeth Newton played, you are playing the song correctly in your brain but people don’t understand exactly what song you are talking about when you explain to them. It’s because they are at Point A of the maze and you are at point B of the maze. All they see is the confusing ways and walls. They don’t know how to reach your level of understanding.