I saw this quote on the October edition of the Userfocus Usability newsletter, and it really resonated!

Your customers are not you. They don’t look like you, they don’t think like you, they don’t do the things that you do, they don’t have your expectations or assumptions. If they did, they wouldn’t be your customers; they’d be your competitors. — Mike Kuniavsky.

I you haven’t read it, his book “Observing the User Experience” is a must read for any UX/Usability practitioner.