Why Is It Important To Understand Your Clients’ Values? As we run business sometimes we lose the genuine perspective of our clients, we tend to forget what really matters to them, what is the true nature of the problems they try to solve with our products or services. One of the fastest and most effective ways of getting back on track is simply observe and listen to the clients. This process has two parts – part one is an interview and part two is an observation. For the first part you need to interview 3 clients of your own business, 3 clients of your direct competition and 3 people who are not using the service at all and. To make this process efficient and the results comparable as well and highly usable for you later, your interview needs to be structured. Keep the interview topics and questions same for all