Creating Empathy and Customization with When Statements

Chapter 2: Principle 1—Growth comes by Capturing Situational Markets

Friends,

In this section of chapter 2, I start to layout design principles to help strategists and designers make decisions using situational market ‘when statements.’ I have purposefully held off explaining the importance of situational markets to customizing experiences because I felt it was too much to cover early on in the chapter. But from now on I…