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.

Key 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