There are a few basic things that you first need to know.1) Your customer doesn’t care what your selling. They care about how your product or service solves their problem2) Your customer does care about you, but it’s your job to make it personal. Back in the old days before the internet, even farther back when I was a kid one of the coolest places I got to go was the hardware store with my Grandfather. Why was this place so cool. Because once a year for an entire week the hardware store would put out wheel barrels of peanuts. Un-shucked peanuts. And guess what: They didn’t sweep the floor the whole week. And you got to crush the peanut shell and throw it on the floor. They were breaking all the rules. I never got to throw food or trash on the floor at home or anywhere else in my orderly world.3) Create an enviornment where your customers get to let their hair down and break some rules outside the box they usually live in.