The best businesses make empathy tangible in their products, services, and customer and staff interactions. They are very specific about what they do and for whom.

Empathy requires understanding. To gain understanding you must pay attention.

Many businesses have caught the buzz of empathy, goal directed design, and design thinking, but it’s not quite as easy as saying you have empathy. You must breakdown your preconceived notions and learn about the people you are serving: hear their stories, know their pain, and see the world as they do. Only then can you serve them in a way that fits what they want and need.

It can be very confusing.

Other people say and do things that don't make sense. They see things different – because they have lived in a different world than yours.

Each of us live in separate worlds. Worlds built by our experiences, our communities, and our genetics. Everyone’s experience is different.

If you want to create customers who are passionate fans, customers who would miss you if you were gone, you have to start with empathy.

Hat tip to Irene Au from whom I first read the phrase “Make Empathy Tangible.

Have an idea for a business but don’t know how to start? You might enjoy the Business Design Studio. Registration is open now. The studio runs from July 20 - August 16th.