How do you know what people want?

You have to see their problems from their perspective.

Michele Hansen, cofounder of Geocodio and author of Deploy Empathy: A Practical Guide to Interviewing Customers, is a master of the art of understanding a target audience. By making a concerted effort to get in customers’ heads, she’s multiplied the success of her product development and marketing.

So how’d she do it? Omar sat down with Michele to find out.

In this latest extended interview, Omar and Michele rap about everything from her early entrepreneurial experience — including the inevitable early fails — to working with family, to her ultimate realization about the power of simply talking to customers.

Don’t miss this peek into a brilliant strategy with one of the most insightful entrepreneurs we’ve had on the show. Click Play!

Deploy Empathy: A Practical Guide to Interviewing Customers by Michele Hansen

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