Deploy Empathy

With over 5,000 copies sold worldwide, Deploy Empathy has become a go-to guide for anyone interested in learning how to interview customers. This updated and expanded edition includes guidance on using AI in customer research, a customer interview workshop guide, additional analysis methods with worked examples, and more.

"Deploy Empathy is a playbook for making empathy part of your daily work, and in turn, building a business that customers love." - Jim Kalbach, author of The Jobs to Be Done Playbook

Master customer interviewing (no people skills required!)

Readers call this "the most practical overview of customer research" they've ever read because it gives you everything you need to start today:
• Ready-to-use interview scripts for discovery, retention, and cancellation conversations
• The beloved "How to Talk So People Will Talk" section with specific phrases that help people open up (and shows you how to practice these skills safely with friends and family first)
• Clear frameworks for making sense of what you learn
• A real interview so you know what success looks like

"Deploy Empathy is, far and away, the best book I've ever read on user interviews. It is filled with tactical advice. I heartily recommend it to anyone who builds or sells."
- Patrick McKenzie (aka patio11), Founder, Kalzumeus Software

"A smart look at one of business's most overlooked but critical topics." - Morgan Housel, Partner at Collaborative Fund and Author of the International Bestseller The Psychology of Money