Talk to their assistants and underlings. Ask to speak to their customers. Everyone serves more than one master in business. Modify this list as you see fit. You not only have to think like them, but you must work to anticipate what they really want .
Fear is probably the single strongest human motivator.
Witness the runaway success of The Blair Witch Project last summer. First, figure out what frightens your customers. Second, show them you've got what it takes to snuff that fear. Third, pocket a well-earned wad of money for your efforts. Research, pry, and dig deep.