“This is true not only when you want to sell an idea – but also when you want to sell a product or service. So for those of us who are in the business of marketing a product or service, this means understanding your CUSTOMER … what he thinks, wants, needs, fears, and desires. What’s important to him – NOT what’s important to you.” (Source: Early to Rise, Author: Bob Bly)

Good advice. Sounds like usability advice.