Time and time again I see business owners making the same mistakes online and offline. They assume that people actually care about them. Here’s the honest brutal truth: only you really care about your business/brand. 99% of everyone else don’t care. Really they don’t. Not even CocaCola, Nike nor Apple are that good at making their clients care.
This is all extremely and wonderfully explained in a presentation by Martin Weigel (I think). He posted this great presentation on Slideshare: