When we start a business, we have our own reasons. As soon as our business becomes public, however, it really becomes the business of the clients and customers we serve. Really getting to know your customers is often the key to taking your business to the next level. From understanding their pain points and gain points to fully embracing their vocabulary, taking time to interview and research your customers means more engagement and more sales. It also helps you gain perspective on how your business fits into the lives and goals of your customers. In this episode, Kim and Cara break down three avenues you can explore to better understand your consumers and customers.