Know Your Client The best businesses realize that knowing the facts of a client’s life does not constitute knowing the client. Almost every business asks a series of questions to profile clients. These questions reveal what a client does, who they are, where they live and work, when they vacation, etc. These are all facts. Great practices know the difference between facts and motivations. They ask why the clients engage in certain activities and how they made certain choices. The answers reveal the purpose, motivation, and reasons behind the actions. They understand that clients do not make decisions based upon facts, but upon emotions, feelings, motivations, and reasons behind the facts. The best practices go beyond the facts and really know why and how their clients make decisions.