To "Understand" means going beyond surface-level assumptions about your customers. It’s about diving deep into their world to grasp who they are, what they need, and how they think. This is the foundation of the framework and where success begins

The word "Your" represents ownership and accountability. It emphasizes that the customer isn’t an abstract entity; they are your customer. This ownership means taking personal responsibility for their success, satisfaction, and loyalty. It’s about acknowledging that the relationship is dynamic, not transactional.

The word "Customer" is a reminder that they are not just consumers or users; they are people with needs, desires, and emotions. The goal is to treat them as partners in the journey. Success comes when you consistently place them at the center of your decision-making.