How can we better understand our customers' needs through empathy?

In this solo episode, host Natalie Born discusses how empathy can be an innovator's "secret superpower". She explores the meaning of empathy and why it may come more naturally to women. Natalie then recounts her career path in customer service, training, project management and product development, using empathy to advance and build better products.

Natalie explains that products often fail because developers don't understand the customer, their problems, and don't gather feedback. She stresses that we need to build for many, not just one client.

To truly understand customers, Natalie suggests using an empathy map to capture their thoughts, feelings, actions etc. We need to get curious - directly engaging and asking customers about their needs and pain points. This allows us to surface patterns and identify opportunities.

She recounts a story where competitor intelligence gathered from customers allowed her team to build an even better product. Natalie challenges us to continually have courageous conversations with customers and stakeholders to learn and improve.

In closing, she urges us to keep advancing through empathy. Look at your strategic targets often, and celebrate wins along the way.

[00:00:44] Opening Segment

[00:05:53] Using Empathy for Product Development

[00:11:42] Bringing Customer Intelligence to Life

[00:15:29] Advancing Through Empathy

Quotes:

"Empathy is an innovator's superpower." - Natalie Born

"Innovation at its core is the ability to surface and monetize patterns." - Natalie Born

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