Unconscionably I am guilty of this. are you?

it begin with this simple try of empathy, be your costumer, wear his shoes.
but never pick them.

it is theirs shoes.

it is easy to try to use the product in your own imaginary, it is really pleasant to do that, to wear the skin of your costumer, but at the end of this schizophrenia momentum , open your eyes and be the one who made the product.

be the product it self, be any thing around, but you have just to avoid all these project , subjectives projection that can make you turn around in your vicious circle of over empathy illness.

people are sometime in need of some one who will, inform, advice, guide and take them by the hand to this vital product and some time they have to be pushed away in their own scared nightmare of being an eternal costumer.

Be the product.
Be the one who made the product.
Be the thing that will surround your product.
Be the box witch will contain your product.

empathy isn't to dream having your hand in your favorite costumer pocket trying to out push this precious bank card.

think usability, think function, think uniqueness, think composition and then elect your product.

each sales is an election, you have to push your product in an virtual election and to take it to the uniqueness position in the mind of your reader.

"gift in product , gift in pen".

how to discover the gift in your product?

you will never find this gift in closing your eyes and going in this pleasant dream of perfect costumer.

you have to make the product on the table, to look it down, up left, right from all the direction to dream being a part of this product, to dream being the place on with it will be installed, to be the thing that will surround it.

but you will never find all the secret gift of your product looking to it, you have to be the friend, the confident, the assistant of the one who made it, and let his passion go in to your words.

ask him.

let him go in his passionated description, in his ODE and lovely poem especially made for his product and then make note, smile and wrote down all these behind the scene secret of your product. but don't pick his shoes too.

never pick your costumers shoes.
never pick the product producer shoes.

take yours and be the product.