Perhaps the most common mistake of any business marketing itself, is believing that it understands its audience, knows what they like, and what they expect from the company. This should be made clear to all businesses: you always love your product too much, and think that others must love it, too. The only way to achieve results is to test everything and collect clear, comparable and objective data.
Source: Mythbusting UX design: 7 misconceptions about user experience
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