Don't look at things from your own perspective. If you want to catch a bass, you have to think like a bass. That's why Doug Hennon wears scuba gear and swims around the lake. In health care, if you want to have customers, you have to think like a customer. That's why listening to your patients, families, referring physicians and third-party payers is so important.
Customers have specific needs and expectations.
Fishing conditions change from hour to hour, day to day, season to season, and lake to lake. It's what keeps the sport interesting. Rather than becoming frustrated, the most enterprising anglers know that change brings challenge and opportunity. They expect it and prepare for it. In health care, we would do well to adopt the same attitude.