Agencies are people businesses, so it's vitally important to take the time and effort to understand people.
Empathy mapping is a tool to help us do that.
It's very simple, but it gives us the structure to think about things from someone else's perspective, and that structure makes us take the time.
Here we'll focus mainly on empathy mapping to help us understand clients, in order to better work with them in sales and project delivery. But the empathy map can equally be used to support our understanding of anyone else.
The map can just be a sheet of paper (or a digital whiteboard) divided like this: