Maxi is watching his mum bake a chocolate cake.

 

When she takes the chocolate out of the blue cupboard, Maxi goes out to play. Then, while Maxi’s still outside, she puts the chocolate back into the green cupboard.

 

5 minutes later, Maxi comes back in.

 

Q: 

 

Which cupboard does Maxi think the chocolate’s in?

 

Ask 4 year-olds that, and almost all of them will tell you, 

 

“The green one.”

 

Why?

 

Because at 4 years old, other people’s perspectives don’t exist. It takes another 2+ years for kids to build that concept in their brains.

 

Think about that:

 

6 years just to learn how to put yourself in someone else’s shoes.

 

It’s a very difficult skill…

 

And one which is very easy to forget, too…. judging by how most businesses run their email game.

“The NEW Nimbus Espresso Maker 2000!! BUY NOW!!!”

 

Umm.. people don’t care about your new Nimbus 2000 coffee maker.

 

They care about solving their problems. 

 

Like how the bean grinder on their coffee mill keeps breaking, or how when their friends come over, all they have to offer them is Instant.

 

TL;DR?

 

Talk about problems before products.