DETROIT - TelAve -- When you're immersed in running a business every day, it's easy to believe you're seeing it clearly. But after more than 40 years in marketing, communications and business strategy, Wendy Beth Moore has come to a different conclusion.

"The closer we are to our own business, the harder it can be to see it the way our customers do," she said. "We're making decisions based on what we know, what we believe and what we assume, while our customers are making decisions based on something entirely different."

Moore, who was born in Windsor, Ontario, has spent her career helping organizations strengthen their marketing, sales and customer communication. Along the way, she noticed a pattern. Businesses of every size—from entrepreneurs and small businesses to larger organizations—often invest heavily in marketing and sales activities without first understanding how customers experience their business.

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"It's rarely a lack of effort or money spent," she said. "Most organizations are working incredibly hard. The challenge is that we're all so close to what we do that we can miss opportunities, misunderstand hesitation, or assume customers see the same value we do."

That idea is the inspiration behind the Human Factor Sales & Marketing Summit, a two-day event being held September 23 and 24 in Windsor.

Rather than focusing on the latest marketing tactics or social media trends, the summit encourages participants to step back and examine their business from the customer's perspective. Through discussion, practical exercises and real-world examples, attendees will explore the human factors that influence how people respond to marketing, engage with sales conversations and ultimately decide whether to move forward.

Participants will leave with a clearer understanding of their customers, fresh insights into their own organizations and a practical action plan they can begin using immediately.

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The summit is presented with the support of Windsor, Ontario's Biz X Magazine, which is a sponsor of the event.

Moore is also the author of the newly released 15th anniversary edition of muddled, meager & messy: Marketing masterclass for entrepreneurs & small business. The book continues to challenge business owners to look beyond quick fixes and think more clearly about the customers, choices and assumptions shaping their marketing.

"Technology, advertising platforms and marketing tactics will continue to change," Moore said. "People won't. When we better understand the people we're trying to reach, we make better decisions, have better conversations and build stronger businesses."

The Human Factor Sales & Marketing Summit will take place September 23 and 24 at the Holiday Inn Express & Suites Windsor East – Lakeshore.

For more information or to register, visit www.customerclick.biz/humanfactorsummit.