It is not the person with the best idea who wins, it is the person who has the greatest understanding of what really matters to people.

If that person understands what matters to people, her idea wins.

If that person has no clue what matters to people, her idea is best only in paper.

People choose to spend their money with companies that take the time to get to know them and whose actions resonate with their values.

It is about doing the right thing and by making things customers love, instead of by trying to get customers to love their things.

The advantage here is not necessarily being faster or cheaper, bigger or better, it is by taking time to understand your customer before making what she wants.

Understand what truly matters to her, ask, engage and listen. Listen more than you speak.

Customers tell us what they care about all the time and when we listen to them we realise that it is not our products. It is their journey, their story, the meaning they want to create in their lives.

Understanding this helps us design products that matter to them.

Innovation starts with empathy.

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