Even if we’ve outgrown the playground, we can still learn a thing or two from our pint-sized counterparts. This holds particularly true for understanding our customers. Like it or not, here are 5 things preschoolers know about what customers want. Got a pen? You’re going to want to jot these down.

And that’s our endgame anyway, isn’t it? Giving our customers what they want? Simplifying it, here’s the run down.