Are you speaking your consumer's language? Are you looking through their eyes?
A client recently thanked me for clearly articulating how to explain to customers how the client's services would meet the customers needs. I thought to myself that it was easy for me to do because as a former insider I can speak the customers language fluently.
I am always shocked by the number of marketers who advertise and who sell products to consumers unlike them who brag about their lack of familiarity with the language of the consumers to whom they advertise. "I don't know any ads because I don't watch television" they boast. Or they sell grocery products and never set foot in a grocery store unless the sales team sets up a special field trip for them.
It is imperative that as a marketer you make an effort to listen to and understand and learn to speak the language of the people whose needs you are supposedly meeting.
If what this New York Times article points out is true for you and/or your company and you can't learn the language then hire a translator. It will be money very well spent.