Item 5: Optimize for empathy

Imagine if you could turn your customer into a programmer who could write out exactly what they wanted. Turns out you can do this...if you can morph into that person.

How to do this? Empathy. Imagining you're the person will help you program the way they think. This means less surprises for you and them.

• The hero test
• You need to understand their world to truly understand what they want

The science: people will trust you more and think you're easier to work with if you're like them (CITE!!)

Here's an example: blah where I was able to use this to achieve something (R! With Contacts Ranking! IoT with UI).

If you can step into the shoes of your stakeholder, then they can build their dream product.