Get real: moving beyond personas and into empathy with your customers.

Ah, empathy.

The word that everyone talks about, and thinks they have, but very few are actually able to put into practice.

Empathy, not to be confused with sympathy, is being able to sit in someone else’s shoes, and feel the way they feel about a certain situation. Empathy is feeling without judgement. Sympathy, on the other hand, is to understand someon…