What do your customers experience when they receive your marketing or sales message? What do THEY really see? How does it make THEM feel?
Jason Bay and I talk about what empathy really means. It’s not, “Hey, I hope you’re feeling well.” Empathy is about being constantly exposed to what the user experience is really like—what customers see, think, and feel when you engage with them—and using that insight to spark new ideas.
When Apple creates a product, they think about how people are using their smartphones. They ask themselves questions like, “How can we really get in their head and empathize with them?”
And then they create products based on that.
You can use the same design thinking-based principle to create much stronger connections with your ideal customers.