The UnStoppables: Tapping Your Entrepreneurial Power, by Bill Schley.
Customers might as well be air and water; your business has no life without them. Success is something you must learn from them because only they can teach it to you, through what they need, where their pain and pleasure are, how they want to be sold to, what kind of relationships they want to have with a company in your category, and so forth. Customers hold the answers to all your most important questions about your product, service, and brand. The Wonderful Paradox is that the secret of getting what you want is to think most about what they want.