If you think you have a great business or product idea your success will depend in part on how well you understand your prospective customer. In fact, If you listen closely, your customers will tell you what business you are in. This book is all about understanding those potential customers. It’s about figuring out what triggers them to buy and what barriers get in the way of you making a sale. It’s about how to listen to customers so that you can understand their behavior and capitalize on it to make your business a resounding success. The thing about customers is that they don’t talk very loudly. In fact, sometimes they won’t talk to you at all. They won’t tell you what they want or what you should create. They won’t tell you what triggers them to make a purchase. They also won’t tell you why they won’t buy, or what barriers get in the way of them making a purchase. They might not even know that what you have is something they need. What you need is a framework to help you listen to customers, to understand what triggers them, what barriers stop them, and how they view your competition. That’s what I’m going to give you in this a framework to help you understand your prospective customers’ triggers and barriers – how they think, what they feel, and how your idea relates to their lives.