Difference between knowing and understanding, although the two are often confused.

Two organizations might have the same knowledge, but the one that posesses [sic] understanding can see consequences and implications that remain invisible to the other.

In other words, you can’t just know the facts; you must be able to interpret them.

I believe that in order to go from knowledge to understanding, one must have real-world insight into one’s customers.

You have to dig deeper, ask better questions, and yes, put yourself directly into your customers’ shoes.