We live in an age where customers have more power over their lives than ever before. Users can tap their phone to summon a car, groceries, a Wikipedia page, or even a dog walker. But that doesn’t mean there’s room for everyone. After all, customers are only going to settle on a few tools in their lives. Understanding their wants and needs is more critical to a company’s success than ever. The best companies need to be built with customer empathy at the heart of the business, creating products designed around what customers really need and not just what they…

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