"You can acquire some measure of knowledge from various research techniques, but nothing beats living, breathing, and feeling the same things your prospect (customers) do."

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You really have to wonder why we even bother to get up in the morning. I mean, really: Why work? Simply to buy more stuff? That's just not enough. Look at us all. What's the common assumption that got us all from there to here? What makes us deserve the ice cream and running shoes and wool Italian suits we have? I mean, I see all of us trying so hard to acquire so much stuff, but I can't help but feeling that we didn't merit it.

— Douglas Coupland