Ever wish you could read your customers' minds?

You kind of can with a tool called the Empathy Map. It helps you understand how your customers think, feel, and act so you can build products, services, and messages that actually make sense to them.

Let’s break it down.

What’s an Empathy Map?

It’s a simple visual tool that helps you step into your customer’s shoes.
It focuses on four key areas:

• SAYS: What they tell you (e.g., "I just want something easy to use")
• THINKS: What’s on their mind (even if they don’t say it)
• FEELS: Their emotions (frustrated? excited?)
• DOES: What they’re actually doing (browsing competitors, asking friends, etc.)

It’s all about moving from assumptions to real understanding.

Why Should You Care?

Most founders jump straight into building stuff. But without understanding your users first, you’re guessing.

Empathy Maps help you:

• Spot hidden customer needs
• Improve your product and marketing
• Build real connection and trust

Backed by research from Daniel Goleman (Emotional Intelligence) and Tim Brown (IDEO), empathy isn’t fluff, it’s smart business.

How to Build One (In 5 Easy Steps)

1. Gather your team
   Involve marketing, support, product. Everyone sees something different.
2. Choose one customer type
   Give them a name, role, and quick backstory.
3. Draw 4 sections: Says, Thinks, Feels, Does
   Use our template, sticky notes, a whiteboard, or a digital tool.
4. Fill in with real quotes and insights
   Use interviews, reviews, support tickets.
5. Look for patterns
   What’s confusing them? What emotions pop up most?

Pro Tips

• Use real quotes from customers
• Collaborate with different teams
• Keep it visual and fun (yes, emojis help!)
• Update it every few months
• Focus on the emotions, they drive action

When Should You Use It?

• Before building a new feature or product
• When crafting marketing campaigns
• After collecting customer feedback

Basically, use it early and often.

Final Thought

If you’re building something for people, don’t start with features. Start with feelings. An Empathy Map helps you stop guessing and start connecting.

Want a free template?

Download our Document if you want to go through it yourself, the old way!