From “in their shoes” to “in your pocket”

Our experiences and beliefs limit what we believe is possible (e.g. the type of experiences we create for our customers). As a result, we may be leaving opportunities at the door or money on the table.

Often times we rush to come up with ideas
without realizing all the unconscious biases
that are informing our decision. 

Think back to how Netflix killed Blockbuster. Blockbuster was being oblivious to what customers wanted and needed. They lacked empathy and understanding of their users. They didn't pause to consider their customers' evolving needs and their pain points, like being tired of paying late fees, or the need for additional convenience. 

Don't be like Blockbuster. When you need to solve a problem, the first step is to pause. 

And shift from viewing the problem from your perspective to embracing the problem from THEIR experiences and beliefs.  This perspective shift enables you to unlock solutions that are ALL ABOUT them and not you. 

You see, it’s only by walking in their shoes that we find ways to put money and opportunities into our pockets.

That’s why I always tell my clients “Empathize now. Innovate later.”

So the next time you are looking for an “idea for growth”... 

Take time to have your team explore open-ended questions like:

• What are our customer's main pain points? 
• Why is that important to them?
• What do they want? No, really really want? 
• What’s the underlying need we’re serving?

By putting yourself in their shoes you unlock ideas that you can’t see from your perspective... and that’s what creative thinking is all about!

See you next time!