-: To read what your clients read.
I had a consulting gig with CPAs,
didn't know anything about them,
didn't know what was on their mind.
I subscribed to The Journal of Accountancy.
I would skim through it.
Believe me, I didn't read it deeply.
But I knew what was on their mind
as they were confronted with challenges in their business.
I give that advice to everybody,
no matter what your field is,
read what your clients read.