What does that mean?

In marketing it means shifting your point of view.

Too often we’re so engrossed in what we do and how we do it, and even – dare I say it – how great we are!

Do our prospective clients care? Not much.

What they care about is themselves.

To be successful in marketing, take the point of view of your ideal client. Get inside her head. Figure out what she needs to know in order to be interested in your offerings and build your message around that.

Make that ideal client- not yourself -  the centerpiece of your marketing.