The second worst mistake
The worst mistake a marketeer can make is to transpose his own beliefs to the rest of the market. Assuming that all your prospects and customers like the same things as you do, that they will react in the same way you do is a embarking on a safe trip to disappointment and failure.
The second worst mistake a marketeer can make is by not letting his own emotions, beliefs, preferences, reactions,… come into play. If you are not taking the time to experience your product, service,… with your own eyes, if you do not feel how you like to be treated as a customer, if you do not let your passion for the story behind the product carry you away, you will end up without a true compelling story, product, service, … & life.