How well do you know your customer?
We know companies that could tell us the right jokes, cheer us up when we're down, predict what we'd like to do next, or what features and packaging are best for us.
How do they do that? They research, observe, and interview people. They create personas and build for that "one person."
These companies understand your lifestyle, why you do the things you do, and what that says about your values. They know how they fit into your life.