In a commentary, SMU Lee Kong Chian School of Business Associate Professor of Marketing (Education) Seshan Ramaswami said that when one starts thinking of every single marketing action, from a brand name, to a package size, to a label, to every single word and image and colour in the ad, from the perspective of his customer – Who is she? In what circumstances will she be looking to buy in my category? What does she know already? What might her concerns be? What language does she speak? – then one would truly have transformed his business into a marketing oriented one. When this becomes a habit, this perspective can help one communicate better with everyone else in his professional and personal life too. The first step to building a strong relationship is learning to appreciate the other’s point of view.