Deploy Empathy

A practical guide to interviewing customers

A practical guide to interviewing customers

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Global book giveaway!

If you're willing to write a review on Amazon or Goodreads, I'm happy to send you a copy. These are early proof copies with typos here and there, hence not selling them or giving them away outright. Factory seconds, if you will. I'm limiting this to people wh…


Kindle/ebook buyers in the US and EU: want a free print copy?

I have 17 early printings of the book sitting in a cabinet in my living room. They've been sitting there since early August, not doing much of anything.


Deploying empathy at family gatherings

Black Friday is hugely important for a lot of businesses, especially small ones. (Fun fact: it's called Black Friday because it's the day when retail businesses go "into the black" for the year, i.e. start to turn a profit after running the whole year in the …


Deploy Empathy paperback - now $19

I was admittedly a little doubtful whether a business book was something people would buy on a Black Friday sale and have been delightfully proven wrong. I didn't write this book for the money, and rather to help people learn the critical skill of interviewin…


More customer interview examples + Black Friday!

When I interviewed readers during the drafting of Deploy Empathy, the sample interview was consistently peoples' favorite part, with several people noting how rare it is to have an example customer interview.I'm super excited to support the launch of Empathy …


Know someone who should read Deploy Empathy but can't afford a copy?

I mailed out copies of Deploy Empathy to a few people who were particularly helpful with getting the book off of the ground. One of those people is currently digital nomading and unable to take on any more objects, and asked that instead, I give their copy to…


Lots of talking about talking to people

It's also a bit more of a personal/chatty interview than others I've done, so if you want to know a bit more about my life in Denmark, give it a listen!


Two books you should read

I intentionally went light on theory in Deploy Empathy. I wanted to make the book as quickly actionable as possible to help you get up and running with interviews, rather than bogging you down in theory. I permitted myself one restrained section with framewor…


Anyone can be empathetic

You're driving on the highway and notice a car pass you on the left. They're clearly going over the speed limit, but not extraordinarily so. A short while later, they are pulled over by the police. As you drive by, you have the choice to think one of the foll…



I talked to Kjell Vandevyvere recently about the writing-in-public process for the book, and in many ways, it's one of the most personal interviews I've done yet. You on the Spotify playlist of all of my book tour appearances. I also had a lively conversation…


Can you interview over chat? Kind of.

I've had quite a few people ask me whether it's possible to interview someone in text over chat, like Twitter DM or Intercom live chat. I can see where this is coming from. You have a lot going on and async is easier than finding time for a call. Plus, if you…


One question you should never ask

A few weeks ago, Mathieu Dhondt alerted to me an interesting paper on customer research: "The Cost of New Ideas: Idea Generators Become Less Satisfied." The paper claimed that asking people for ideas on things a business could do better reduced their satisfac…


IndieHackers + longer book preview + Discord!

I was on the IndieHackers podcast this week talking about the book. Here's a sample of what people are saying about the episode:


A question that was on my mind as I wrote (+ Discord community!)

Last week, I talked to Jason Knight of One Knight in Product and he asked me a question that weighed on me heavily as I wrote: "Are you afraid that people will use this to manipulate people?" He asked me a lot of other good questions, too. The episode just ca…


The Deploy Empathy Rough Draft & Writing Process

A bunch of people have asked me over the last few days whether I would write about the writing-in-public process. I figured I should do that while it's still fresh. I wrote it up this morning and posted it on IndieHackers. (If you were along for the ride and …


#1 on Product Hunt!

You read that right! I am absolutely floored by the support of the community. Can you lend some support to keeping the momentum going?


Print book now available + audiobook private podcast pre-sale!

The print book is available from Amazon. Follow the link for your (or nearest) country:US | Canada | Australia | UK | Germany | France | Spain | Italy | JapanThe Kindle edition is available in more countries, including India. If your country is not listed abo…


Deploy Empathy: The Comic!

Stick figure drawings depicting conversations between an interviewer and interviewee in 12 sets of two. For each set, the first image is the negative example, and second is the positive. Customer Interviews #1: Use Gentle Voice. Person 1, shouting: “What have…


Writing an interview recruitment post: a line-by-line breakdown

Huge, huge thanks to everyone who has bought the book so far. This never would have become a book without all of your questions, comments, ideas, and feedback along the way, and I'm so grateful for that. As a first-time author whose blog posts landed with a s…


Deploy Empathy is the #1 New Release in R&D!

Click here to see it for yourself—I still can't believe it myself!