The Right Not to Learn

an on uneducated users; assume you, not them, are to blame.

When was the last time you read an instruction manual from cover to cover before you tried a new product or service?  Most of us default to calling customer service or reading the manual after encountering initial difficulties and having a negative impression.  Your customers act in the very same way with your product or service.  They exhibit a new sense of entitlement:  The right not to learn!  Plan for it in your marketing, sales, and product or service activities.