It is easy to forget that we're selling to humans and that humans still make emotionally-charged decisions.

Many people think they will make what their customers want. But, your customers will keep on surprising you.

When you're building out your solution and setting up your marketing, think about what emotional values your customers are chasing. Then make them feel it.

Even though people make their decisions based on emotions, most of them will have to justify their purchase at some time.

Take, for example, Uber: From a pain perspective, the public was in a desperate need for a solution to decrease the pain of using cabs.

• Do you bring your customers more gain or less pain? Ask them.
• What emotional values can you help your customer reach? Ask them what they feel when they first discovered it, when they started using it, and how they feel about it now.
• How can your customers jus...