Empathy. That is often the secret to making a successful sale. It goes well beyond merely googling for your potential customer and reading some of the top results that show up, or trawling through their LinkedIn and Facebook pages. It also includes putting yourself in your customer’s shoes and seeing the world through their eyes.
The communication process, like any other operation within an organization, stands to benefit immensely from leveraging design thinking. Since content is created by humans for humans and communication is the exchange of ideas between humans, the human-centered design thinking approach is well suited for both content and communication.