The I Is Important (But Not Your “I”)

2018 #DesignInTech Report Survey is open to February 9, 2018. Contribute here if you are a designer in tech. Thank you! —JM

Thanks to an algorithmic suggestion, I found this article by Inc author Geoffrey James. His point is that it’s always important to remember who the product is for — because when you forget to do so, you can’t expect to create emotional resonance with your customer.

Screen Shot 2018-02-03 at 8.50.06 PM.pngKey takeaway is to start from the Important perspective of the customer, and keep coming back again and again. It’s super easy to forget. If you don’t do that, you’re adopting the wrong POV to be truly effective.

If you’re working with folks in your org who haven’t worked directly with a customer in the last few days, you should always question the analyses they’re bringing you. Always stay close to the customer, directly, otherwise you’re just making up the “I” from your own “me”; or the org’s “I”/”me”/”we” that differs from the all important “I” (= your customer).

For that reason, I love the latest ad from Intuit because it’s all about empathy for the customer and not about any fancy mumbo jumbo. —JM


Wow. I loved that video for so many reasons – a woman building a solution for a man, the technology in the background and human ingenuity being let loose, the visual of how intuit tools help, etc.

I love this principle, it means the longer since I’ve worked with a customer directly, I’m that much less believable — with weaker (less informed? expired?) opinions.