Empathy is hard.

And empathy is what the work is all about.

What does the person you seek to serve believes that you don't believe?

What do they care about that you don't care about?

What do they want that you don't want?

What do they see that you don't see?

It's easy to make it all about us, our dreams, our desires, our fears.

But the decision for our customers is about their dreams, their desires and their fears. The more we design with intent keeping them in mind, the more effective our work will be.