It's true that we are all consumers.  And we choose certain brands over others based on different criteria.  Think about the brands you use daily and ask yourself why you choose them.  What motivates you to select one brand over the other?  What comes to mind when you think of that brand?  These and other thought-provoking questions are designed to give you a better understanding of the customer experience and how you can stand out when it comes to your own business.  By "thinking like the customer you are" you have an edge over the competition and you're more likely to create brand love & loyalty for your business.