Keith Johnstone, Impro.
There are people who prefer to say ‘Yes,’ and there are people who prefer to say ‘No’. Those who say ‘Yes’ are rewarded by the adventures they have, and those who say ‘No’ are rewarded by the safety they attain.
I know what you’re thinking.
Well, actually, I don’t. But it would help if I did. Imagine how much easier it would be for me to write this post if I knew how much time you had to read it, how much you already know about empathy, and whether you learn best from stories or facts. It would greatly increase my chances of writing an article that you felt was written just for you, and which you will enjoy from start to finish.
The fact that I am thinking about these things as I start writing this post is a demonstration of how to use empathy. For me to get the best result I need to write the article that you want to read, not simply the one that I want to write, and in order to do that I need to think about you.
Never give a presentation that you wouldn't want to sit through.
In almost every market, the boring slot is filled. The product designed to appeal to the largest possible audience already exists, and displacing it is awfully difficult.... The real growth comes with products that annoy, offend, don’t appeal, are too expensive, too cheap, too heavy, too complicated, too simple — too something. (Of course, they're too too for some people, but just perfect for others.)
Seth Godin, Purple Cow.
We chase that which moves away from us. We want what we cannot have. We only place value on things that are difficult to obtain.
Oren Klaff, Pitch Anything.
The goal of a startup is to figure out the right thing to build - the thing customers want and will pay for - as quickly as possible.
Eric Ries, The Lean Startup.