Think about your business (or any business, really). Are all clients the same? Do they buy the same things, with the same frequency, and spend? Are you — as a consumer or product user — the same as the person next to you?
With 100% certainty, the answer is a resounding no. This isn’t an existential question. This is purely behavioral. Your customers, like you, have their own preferences, idiosyncrasies, and tendencies. This applies to products purchased and services consumed.
The core idea is that not all customers are the same. We have to celebrate customer heterogeneity. Once we understand unique customer aspects, we can truly be customer-centric.