In this chapter, the author highlights that your customers speak more positively about your products and services than you speak about them yourself. This is because they experience your value, while you spend your days responding to customers' issues and concerns. To successfully grow your businesses, you must start thinking about your value more like your customers do. You must begin communicating about ourselves more like your customers do. You must also begin to describe your products and services in terms of their impact on your customers. You must immerse yourself into the positive thoughts and feelings of your customers. You must ask them how they are improved by working with you. One of the great keys to revenue growth is to start thinking and talking about your companies more like your customers do.