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Jonathan: I've lost jobs, falling out
with co-founders and had my software

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products fail, because I didn't
understand other people's perspective.

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I really enjoy writing software
and tinkering with my own ideas.

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My comfort zone is not talking to anyone.

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Unsurprisingly, multiple
colleagues have given me feedback,

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telling me I lack empathy.

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I spent over a decade struggling
with this along with the anxiety,

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depression, and debt that often
followed, I think fortunate to see

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more than my fair share of success.

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I've helped four B2B subscription
businesses go from zero to

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over 1 million in revenue.

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After spending hundreds of thousands
of pounds building the wrong thing,

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they discovered the problem they
should have been solving all along.

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I can trace the success of each of
them to a few conversations where the

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founders empathized with customers, luck
played far more of a part than it could

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have in making those conversations.

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Welcome to the empathy, examples
podcast, where you can improve

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your customer interview technique.

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As I attempt to do the same every
week, I'm Jonathan Markwell.

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Each episode explores a different
software product from the perspective

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of a different user I'm being guided by
the interview script, Michelle Hanson

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includes in her book deploy empathy.

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. I'm primarily focusing on business
software products as that's

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always been my area of interest.

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You might hear from people
using your competitor's

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products in parts of the world.

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You don't yet have customers in.

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Hopefully this will help you
to discover new perspectives.

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Make better products and do more customer
interviews for your own products.

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I'm recording this intro after
doing the first two interviews, I've

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learned about highly valued products.

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I was previously unaware of I've learned
why they were chosen by people working

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in different businesses to my own.

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I'm hopefully getting
better at empathizing with

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people with each interview.

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You can be the judge of that.

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They're not perfect.

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I'm still learning, but I think you're
going to find them as fascinating as that.