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In the words of Steve Jobs “innovation is the only way to win” and understanding your clients’ needs and wants is fundamental to creating winning products and services. Design thinking, a customer centric methodology for innovating, asks one fundamental question that you need to answer in order to get this right and that is ‘Who needs a way to do what and why?’. Empathy mapping is a smart way for everyone in a business to get on the same page about who their customer(s) are,