In 2001, the Segway was launched with the promise of revolutionizing urban transportation. It was sleek, cutting-edge, and backed by a lot of excitement. Imagine cities being filled with people gliding effortlessly to their destinations!
But instead of becoming a must-have urban gadget, the Segway ended up being more of a curiosity, mostly used by mall security or tour guides.
Why did it fail?
The creators focused on what they wanted to sell—a new, futuristic form of transportation. But they didn’t consider what commuters actually needed.
Would people feel comfortable riding it on crowded sidewalks?
Was there even a real need for this kind of device?
By not empathizing with the everyday commuter, they missed the mark.
The Segway’s story is a reminder that understanding what people need is crucial. It’s not enough to create something impressive if it doesn’t fit into the real lives of those it’s meant for.
Empathy: The Missing Link
Empathy means seeing through the eyes of your customers—understanding their problems, challenges, and desires.
Customers don’t buy products; they buy solutions.
They don’t buy a power drill, they buy the solutions to give them the right hole on the wall. They’re looking for something that makes their life easier, better, or simpler.
Without this understanding, even the most innovative products can fall flat.
The New Coke Lesson
Coca-Cola learned a tough lesson about empathy in the 1980s with the launch of “New Coke.”
Trying to compete with Pepsi, they changed their classic formula to make it sweeter, thinking that’s what customers wanted.
What they didn’t realize was that people loved Coca-Cola for more than just the taste. To many, Coke was a symbol of nostalgia and tradition.
The backlash was immediate, and Coca-Cola had to bring back their original formula, showing that they hadn’t truly understood their customers.
Perspective-Taking: A Practical Tool
I have sat in many agencies and suppliers pitches during my corporate days – The ones that caught my eyes are the ones that speak to our business needs.
You see, it’s tempting to focus on the features and advantages of your service, but what if the client is dealing with budget constraints or internal challenges that make those features less relevant?
If you start by listening, asking questions about their needs, constraints, and what keeps them up at night, you can tailor your approach to fit what’s really important to them.
It pays to foster a partnership where both sides feel understood, right at the start.
One way to build empathy is by practicing perspective-taking.
Try adjusting your approach based on what they might be experiencing can lead to better communication and stronger relationships. It’s also helpful to think about the real-world implications of what you’re offering.
If you’re leading a workshop for a company struggling with burnout, instead of sticking to a pre-planned talk on productivity, imagine what it’s like for them to be exhausted and demoralized. Addressing their need for motivation and understanding their challenges could make your workshop impactful, rather than just another talk they attend.
Success Starts with Understanding The-Job-To-Be-Done
Empathy is at the heart of creating real impact—whether you’re launching a product or building a business relationship.
It means understanding needs before offering solutions and adjusting your approach to connect with people on a deeper level.
Before you pitch a new idea or make a big decision, take a moment to see things from the other side.
Ask yourself, “Am I really solving a problem that matters to them?”
In doing so, you create value that truly resonates, aligning your product or service with their real needs.
This article is written by Christina Lim, the author of the book Not a Marketing Textbook. She is a business advisor and startup mentor, she has led multiple digital transformation initiatives in her career.
Recent Comments