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Why You Need Empathy to Be an Innovator

Over at the American Express Open Forum I posted an article called "Customer-Centric Design: Got Empathy?" by Matthew E. May (@matthewemay). This articles explains why walking a few miles in the shoes of your customers is important when designing products and services for them. Check it out by clicking here.

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How to Persuade People
By Guy Kawasaki

About the Author: Guy Kawasaki

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Guy Kawasaki is a managing director of Garage Technology Ventures, an early-stage venture capital firm and a columnist for Previously, he was an Apple Fellow at Apple Computer, Inc. where he was one of the individuals responsible for the success of the Macintosh computer. Guy is the author of eight books including The Art of the Start, Rules for Revolutionaries, How to Drive Your Competition Crazy, Selling the Dream, and The Macintosh Way. He has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.
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