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Stepping into your customers’ shoes is often sub-optimal.
We are often advised that we should step into our customers’ shoes to understand their problems and offer solutions. While it is a useful first step, it solves only the problems at the surface as seen by the customers at that point in time. Such an approach may give an immediate relief but could result in other side effects of the solution.
If we need to work out long-lasting solution without side effects, we need to diagnose the root cause of the problem and eliminate it. The root cause is often unknown to the customer and hidden from plain sight due to certain erroneous assumptions in operation.
It is much better to get into the customers’ head to understand how they are thinking about the problem, build the current logic, understand the root cause and erroneous assumptions, and develop the solution which eliminates it.