“...the starting point for management can no longer be its own product or service, and not even its known market and its known end uses for its products and services. The starting point has to be what customers consider value. The starting point has to be the assumption—an assumption amply proven by all our experience—that the customer never buys what the supplier sells. What is value to the customer is always something quite different from what is value or quality to the supplier. This applies as much to a business as to a university or a hospital.”— The Essential Drucker, page 86
That is definitely true. And, given the difficulties of communication, is it any surprise?