but nobody uses public transport do they?

Last weekend I met up with some old friends to watch a rugby match and consume a few beverages - an exception rather than the rule in my household.

As is customary on such social occasions the usual pleasantries covering kids, partners and professional situations were exchanged.

One friend, who I see on an irregular basis showed an interest in my work, but had to ask exactly what I did for a living. My answer was more pub than boardroom but he got the general gist of how I feed the family each month.

"But nobody uses public transport do they?" came his reply. His response was typical of many people we come across regarding use a particular product or service.

They assume because they don't use it, nobody else does either.

Likewise marketing managers assume their customers have the same passion for their brand as they do.

When in fact, on both counts, nothing could be further from the truth.

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