Need-finding and Empathy: Why Your Customers Can’t Tell You What they Want 

February 22, 2017 | 10-11 am PT

A recording of this webinar will be made available within a week of the live session.

Design Thinking is a powerful approach to problem solving that uses innovation to make rapid organizational impact. It’s a technique that gives an individual, team, or company the means to quickly identify challenges, generate viable solutions, and iterate on those until the right one becomes apparent. To initiate the Design Thinking process, you must first gain empathy with those whose problems you are trying to solve. Being able to truly empathize means knowing how to figure out what your customers actually need. This requires a unique tool set to “dig deeper” on the issues at hand.

In this webinar, Stanford's Design Thinking expert, Bill Burnett will share need-finding techniques that will give you and your team the information you need to build empathy and generate innovative solutions to any problem or challenge.


You will learn:
  • Why your customers can’t tell you what they want
  • How to get to the important innovation data
  • How to make that data actionable

About the Speaker

Bill-Burnett.jpgBill Burnett is a Consulting Assistant Professor and the Executive Director of the Design Program at Stanford. He directs the undergraduate and graduate program in design and teaches at the He received his Bachelors of Science and Masters of Science in Product Design at Stanford and has worked in start-ups and Fortune 100 companies, including seven years at Apple designing award-winning laptops and a number of years in the toy industry designing Star Wars action figures. He holds a number of mechanical and design patents and design awards, and, in addition to his duties at Stanford, he is on the board of VOZ, a socially responsible fashion start-up, and advises several other start-up companies.

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