A common mistake among first-time marketers who are increasingly involved not just in promoting a new product, but also contributing to the design and testing of it is assuming that the customer is just like them. Whether designing a product, marketing a brand experience, or selecting a present for a loved one, it comes down to giving others the gift of understanding. It’s the singular way to become a more thoughtful gift giver and and more customer-centric with the power to surprise and delight others. Here are three common gift-giving errors to avoid.

• The “me” gift is when someone buys you a gift because they like it so much, not because it matches your taste, needs, or desires. As a marketer or product designer, get yourself out of the way and put the recipient (i.e., the customer) first. Getting curious can lead to insightful discoveries about your customers that inform both your product design and marketing strategies.
• The generic gift: Cash and gift cards — these are the gift-giving staples that offload the work onto the recipient to figure out what they want. One of the primary purposes of gift-giving is to create emotional closeness, but generic gifts are a missed opportunity to understand and connect with someone at a deeper level. First think about who your target audience is. Then, focus on them and avoid the assumption that everyone wants the same features or attributes out of a product or experience.
• The “should” gift: This one comes wrapped in a bow of judgment of what the recipient should be or should do, for example receiving a toolbox from the family member who wants you to do more around the house. The antidote for this gift-giving error is to develop empathy. Be sensitive and open to what customers want and need, and not simply assume what “should” appeal to them. That means, really seeing and addressing issues from their point of view.