Page 85 · Module 03, Know Your Market · this screen continues that page
All 108 frameworksVoice of Customer Empathy Grid
You're writing marketing copy, designing a feature, or preparing a sales pitch but you're
The prompt
Copy & paste readyLabelsReplace these
Who should run this prompt
Module role profileWho should read your competitive landscape? Every market looks different depending on where you are standing. A market researcher sees data. A competitor's strategist sees opportunity. A customer sees none of your positioning — only their own problem. Use this page to choose the right lens before drawing any conclusions about the market you operate in.
The roles below are who the book suggests running this prompt — this lesson’s prompt doesn’t open with a single swappable role clause, so pick one and adapt the prompt’s own wording yourself.
◆◆◆◆◆ → ◆ seniority, board level down to specialist◈ outside the organisation
How to make any role sharper
- Add years of experience: "...with 15 years in enterprise SaaS" produces different depth than just the title.
- Add what they care most about: "You care most about [X]" shapes every word of the output.
- Add their communication style: "Be direct. Flag risks first. No jargon." changes the tone entirely.
Use this when
The problem it solveswriting from your perspective, not your customer's. Your message is accurate but it doesn't land.
How the framework works
From the printed pageThe Empathy Grid, popularised by IDEO and widely used in design thinking, maps what your customer Thinks and Feels, Sees, Hears, Says and Does, and their Pains and Gains. Combined with Voice of Customer (VOC) research - the actual words customers use to describe their problems - it builds a rich picture of the customer's inner world. AI can simulate this map quickly when given enough context, and help you extract VOC language from customer interviews or reviews. A grid built from assumptions just formalizes your own guesses. VOC matters because customers rarely describe problems the way you'd describe your solution.
The method, in 3 moves
Do these in orderFeed AI your customer's industry, role, and the problem they face. 2. Also paste in any real customer reviews, interview notes, or support tickets you have.
Focus especially on the Pains and Gains quadrants, these drive copy and product decisions.
Pull exact phrases from the VOC output and use them verbatim in your marketing. Get inside your customer's head before building or writing anything AI can simulate an empathy map but it cannot replace real customer conversations. Use the AI output as a hypothesis - then verify at least three points directly with an actual customer before writing copy or making product decisions
Where the framework comes from
IDEO Design Thinking — Empathy Map, popularised early 2000s
Pairs well with
As printed with this frameworkModule 03 — Know Your Market
See your competitive landscape clearly before you move.
10 frameworks, printed on pages 70–89.
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