Every product you’ve ever loved was designed by someone who first tried to understand you.
Not your demographic.
Not your purchase history.
You! Your frustrations, your workarounds, your unarticulated wishes.
This is the engine behind the world’s most beloved designs, and it has a name: empathy.
Not the soft, feel-good kind, but the rigorous, observational, and effortful kind that makes you sit across from a stranger and genuinely try to see the world through their eyes, and help them improve it.
When that kind of empathy enters a design process, the real problem, the one worth solving, finally comes into focus. And from there, the real innovation journey.
This idea runs through much of what I explored in my 2018 book, Design the Future; that the future belongs to those who design it with people, not just for them.
If the line of thinking resonates with you, you could order a copy at your Amazon site: http://getbook.at/DesignTheFuture
