Article contributed by Cindy Tripp, Design Thinking Specialist, Leonora Polonsky & Associates LLC
I love Tire Discounters. How can that be?
It’s simple — Tire Discounters has empathy for me:
- They greet me with respect and have a comfortable waiting room. Often they provide immediate service, even without an appointment.
- They know that I only want the best tires and don’t try to sell me off-brands; they do help me time my purchase to get best deals.
- There is very little turnover so they know me despite the long purchase cycle.
- They go above and beyond, like staying late to fix my tire on a cold, rainy evening.
- Even the weekly humor on their signs makes me smile.
Like other Brands that show consumer empathy, Tire Discounters is rapidly growing.
Building empathy requires leaving a business executives’ comfort zone and stepping into
the lives of the people they serve. Simple tips for building empathy:
Path to Empathy |
Your Stance |
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Reframe your view from research mode (“target”) to human mode (person) |
Watch your language. If you focus on targets, you will spend energy aiming arrows at them. |
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Focus on a few people & really get to know them; be open to listening to “extremes” of your potential user base |
Enter into her life versus expecting her to enter your brand’s world |
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Understand her hopes and dreams in the broader context of her life |
Be curious, without judging |
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Imagine her story and what looks like help to her |
For now, don’t consider feasibility issues |
Each time we move out of research mode into human mode, we build empathy for our consumers and something magical happens. It’s not easy, but it is a great way to achieve business goals and personal fulfillment by making a difference in consumers lives. Hey, if a tire store can do it, so can you.