Dwayne “The Rock” Johnson is as dapperly handsome as he is typecasted as the endearing nice guy, who could also beat you up.
In the same way, we look at our customer profiles as linear versus abstract. We know we need to solve problems for customers, but we also have to understand what their pain points are and how they think about those problems.
Look at the overarching goal in your solution and deliver a resolution that is based on the customer and their specific pain points.