Your best customers are your Brand Lovers.
Understanding the needs of your Brand Lovers and serving them better than anyone else is critical if you want to outmaneuver the competition and grow a long-term sustainable business. 
“Planning is bringing the future into the present so that you can do something about it now.”
By the former Chief Marketing Officer of Walmart, Paul Higham
I suspect that most 13-year-olds are curious about their future—I know I was. One day, my mother brought home a little black and yellow hard-backed book called Careers (I’m not entirely sure of the title, as this was nearly 50 years ago). I found a quiet place and devoured the book. 
Salviati: Now you see how easy it is to understand.
Sagrego: So are all truths, once they are discovered; the point is in being able to discover them.
THE BIG IDEA: 2017 is here. It's time to think on, plan for, mitigate against, and dream about what your customers will need, want and LOVE in the year ahead. Last week, we wrote about the power of the individual customers to transform your business. The intensely-devoted customers we highlighted—the Brand Lovers—seek out like-minded individuals to form brand communities. These groups become close-knit with ties that resemble family—or in modern parlance: they become framily. Here’s a...
Simply stated, the point is that one does not have to be like certain people in order to understand them, but he does have to understand them in certain respects in order to rally them.
The Big Idea: How to better communicate an image of the future that draws others in. 
THE BIG IDEA: Data don’t make smarts.