I woke from a bad dream the other day. I was working with a large group of people and suddenly I realised that they were just making up things about their target groups, rather than having any real information. And it reminded me of something I have always known, but one tends to forget. None of us can read minds! (If I am wrong, and you can, please get in touch because I really really really want to talk to you! :)
Not only did I assume that they knew they had to do some research to get to know more about their target groups – and thereby assumed they could read my mind – they also assumed they knew everything there was to know about their target groups – and thereby assumed that they read minds and knew all kinds of things about people they had never even met!
So what? Does that matter? [Read more…]