entreProf says: Why does empathy matter? The market is flooded with products that hope to respond to consumers’ ever-changing needs. Some entrepreneurs begin with shiny new technology looking for a market, but ultimately it is the consumer who makes the final judgement as to whether a product is successful or not.43 Research shows that customer co-creation or co-production (achieved through empathy) has a positive effect on the outcome of new production development because it results in a better fit to a customer’s preferences. That’s why letting customers define the critical design criteria has become so important in the innovation process.
Design Thinking and the Power of Empathy. While there are many methodologies that fall under the problem solving umbrella, design thinking is the only one that includes empathy.