The human brain loves to categorize things—it’s how we make sense of our world on a daily basis. This has a lot to do with why we are so quick to make assumptions. Our brains need to understand why people say what they say by filling in the blanks. The breakdown happens when our assumptions are flat wrong; it’s dangerous to believe you know everything about your customer and vice-versa. When you communicate with your customers, do so as clearly as possible with an open mind (and open ears). Listening is one of the greatest tools to combat assumptions.