Walk a Mile in Your Customer's Shoes: Six Paths from Empathy to Design Thinking

Michael Solomon

Empathy. Customer-centric marketing.  CX. Consumer journeys. Many organizations are waking up to the urgent need to design with rather than design for their customers. It’s no longer enough to phone it in by conducting a few focus groups in order to guess at what will resonate with buyers. The market moves too fast and product cycles have accelerated too dramatically to afford this luxury. And, mass-market segmentation no longer makes much sense in a micro-targeted world.

A revolution in design thinking is afoot. The fundamental building blocks of design thinking are Empathize, Define, Ideate, and Test. You can’t walk down this road without immersing yourself in your customer’s perspective. So, empathy is the first big step. How can organizations truly understand the lived experiences of their customers so they can design new products and services that will resonate with them?

Put the traditional focus group aside; in this program, Michael Solomon will review other techniques that will allow you to capture the “voice” of your customer. These include ethnography; customer journey mapping; netnography; crowdsourcing and prediction markets; and storytelling.

Walk a mile in your customer’s shoes. The journey will be worth it.

What You Get

The magic is in the details. Unless stated otherwise above, your videocast will:
* Last up to one hour
* Allow for up to 200 connections into the Cast (a connection is a login from a unique location)
* Include the two-way video experience (including interactive HD streaming video and audio) and dedicated support

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Michael R. Solomon “wrote the book” on understanding consumers. Literally. Hundreds of thousands of business students have learned about Marketing from his books including “Consumer Behavior: Buying, Having, and Being”—the most widely used book on the subject in the world.

Michael is often asked to provide briefings to global executive teams who want significant increases in their bottom line and who understand that’s accomplished by a deeper connection with their customers.

He advises global clients in leading industries such as apparel and footwear (Calvin Klein, Levi Strauss, Under Armour, Timberland), financial services and e-commerce (eBay, Progressive), CPG (Procter & Gamble, Campbell’s), retailing (H&M), sports (Philadelphia Eagles), manufacturing (DuPont, PP&G) and transportation (BMW, United Airlines) on marketing strategies to make them more consumer-centric. He regularly appears on television shows including The Today Show, Good Morning America, and CNN to comment on consumer issues, and he is frequently quoted in major media outlets such as The New York Times, USA Today, Adweek and Time.

As a Professor of Marketing (in the Haub School of Business at Saint Joseph’s University in Philadelphia) and an industry consultant, Michael combines cutting-edge academic theory with actionable real-world strategies. He helps managers get inside the heads of their customers so they can anticipate and satisfy their deepest and most pressing needs—today and tomorrow.

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Walk a Mile in Your Customer's Shoes: Six Paths from Empathy to Design Thinking