When you're shopping for a particular product (or hiring a photographer), it's likely you have an idea of what you're looking for in your mind. When you're on the other side of the proverbial cash register, what the customer is looking for in your product can seem like a mystery. Why? Because of what author and brand expert Donald Miller calls “The Curse of Knowledge.” In a nutshell, you know too much about your product to properly explain it to someone who knows nothing about it.
