ThreeThe Way Things Used to Be

Empathy isn’t a new phenomenon. There was a time not so long ago when there was a broad and deep connection between producers and consumers that allowed everyone to prosper.

MY COLLEAGUES AND I teach a class at Stanford called Needfinding. The class is about using social research methods for design. In it, we teach design and business school students how to get out into the world and observe people, and then analyze their observations to discover unmet needs. We teach them how to spend time with people, learn about their lives, and then make better products and businesses as a result. The first day of the class is largely about logistics, distributing handouts and putting things in place so we can get going. ...

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