You Are Not Your Target Audience
When creating a brand, design, or campaign strategy, it's crucial to step out of your own head and remember: you are not your target audience.
It's easy to think, well, this is how I use Facebook and Google; it must be the way other people do, too. It's easy to create an entire business model based off of your values, and not your customers'. It's easy to think that everyone will love the new logo, because you think it's the greatest thing since sliced bread.
But your customers have different aspirations, circumstances, and passions than you do. They don't notice the inconsistencies in the Love's truck stop logo. They don't know what a Twitter hashtag is or have the slightest concept of link bait. When they think advertising, they think Mad Men.
Now, these examples may be quite specific to us at the office, but the point holds true across industries. Plain and simple, if you're working in a marketing department or on a marketing project, your target audience is rarely, if ever, you.