An age-old (and, given human nature, understandable) problem in banking is that, too often, employees get so caught up with the bank’s products, services, and nomenclature that they fail to truly understand what the customer’s real needs are. Speaking to the Financial Brand, Wells Fargo consumer head Mary Mack addressed this very issue. “I like to tell our bankers that our customers are not interested in getting a mortgage. They’re really interested in buying a house,” she said. “They’re not interested in a savings account. They’re interested in sending their kid to college. We have to start thinking in terms of the things that our customers really want to achieve and use what we do to help them accomplish their goals.” Amen to that.