Customers actual words have higher information density than most other data you can collect.

Their words align you to their context, their world, their problems, jobs and goals, their emotional connections. Using their words in your positioning and marketing is a solid way to increase conversion. Using them in your product development keeps everyone aligned to what they actually need.

When learning from customers, write down their words. Never paraphrase - or you'll replace what they mean with what you think they mean.