October 22, 2019


Whoever you want as a client, to serve them well, you need to understand them.   Empathy is essential.

That’s always hard.  Because they are not you.  They don’t know what you know, don’t believe what you believe, don’t want what you want.

But you can get a start, by looking at yourself first.  What do you know?  What do you believe?  What do you want?  Are you the only one?

Then test what you’ve found with real clients.  They’ll soon show you where your assumptions are wrong.