IDEOs process relies on the simple concept of empathy. They use time-tested research practices to fathom customer

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IDEO’s process relies on the “simple concept” of empathy. They use time-tested research practices to fathom customer behavior that have to do with putting themselves into the customer’s frame of mind. It is said that business students roll their eyes when they hear about empathy. Why? Are some laboring under the assumption that there is no place in business for emotions?

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