A practical guide to interviewing customers

Deploy Empathy is underpinned by a key idea: how you ask a question matters just as much as the questions you ask. In order to thoroughly understand customer jobs to be done and pull out their hidden needs, desires, and processes, you need to ask questions empathetically.

Thankfully, empathy is a skill that anyone can learn. Deploy Empathy will help you learn the skill of interviewing your customers and help you learn to truly listen to them. Armed with the tactics you’ll learn in this book and the toolbox of scripts and phrases, you’ll be able to sell more of your existing product, build the right features that will delight your customers, and stop churn in its tracks.

By the end of this book, you’ll be able to interview customers and potential customers with confidence.

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