It’s all a matter of perspective, morons or geniuses. Sometimes it is tempting even easy to think that a customer that is having difficulty with a concept or process that we have put in place is simply moronic. However, if we remain empathetic to our customers we will find an opportunity to improve the user experience. Every business can fall prey to thinking that they have made everything so clear and simple but customers are geniuses at helping us discover holes in our processes and revealing assumptions we have made about our product and or service. What assumptions are your customers revealing to you?