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Deploy Empathy: A practical guide to interviewing customers
NEW Updated and Expanded Edition
With over 5,000 copies sold worldwide, Deploy Empathy has become a go-to guide for anyone interested in learning how to interview customers. This updated and expanded edition includes guidance on using AI in customer research, a customer interview workshop guide, additional analysis methods with worked examples, and more.
“Deploy Empathy is a playbook for making empathy part of your daily work, and in turn, building a business that customers love... The clear and pragmatic approach makes it both fun and useful. The concise writing lets you dip in and out as needed, making it an invaluable reference for customer discovery. It’s a research book for non-researchers. - Jim Kalbach, author of The Jobs to Be Done Playbook
Master customer interviewing (no people skills required!)
You've been pouring weeks into a feature only to launch to crickets. Or watching customers cancel without understanding why. You have a feeling you’d get answers if you talked to customers, but…what if they don't open up? What if you ask the wrong questions?
You're not alone. Join over 5,000 readers worldwide who've discovered that customer interviewing isn't about being naturally it's about learning a few simple techniques that anyone can master.
Readers call this "the most practical overview of customer research" they've ever read because it gives you everything you need to start
Ready-to-use interview scripts for discovery, retention, and cancellation conversationsThe beloved "How to Talk So People Will Talk" section with specific phrases that help people open up (and shows you how to practice these skills safely with friends and family first)Clear frameworks for making sense of what you learnA real interview so you know what success looks like“Deploy Empathy is, far and away, the best book I've ever read on user interviews. It is filled with tactical advice. I heartily recommend it to anyone who builds or sells.”
– Patrick McKenzie (aka patio11), Founder, Kalzumeus Software
"A smart look at one of business's most overlooked but critical topics." - Morgan Housel, Partner at Collaborative Fund and Author of the International Bestseller The Psychology of Money
With over 5,000 copies sold worldwide, Deploy Empathy has become a go-to guide for anyone interested in learning how to interview customers. This updated and expanded edition includes guidance on using AI in customer research, a customer interview workshop guide, additional analysis methods with worked examples, and more.
“Deploy Empathy is a playbook for making empathy part of your daily work, and in turn, building a business that customers love... The clear and pragmatic approach makes it both fun and useful. The concise writing lets you dip in and out as needed, making it an invaluable reference for customer discovery. It’s a research book for non-researchers. - Jim Kalbach, author of The Jobs to Be Done Playbook
Master customer interviewing (no people skills required!)
You've been pouring weeks into a feature only to launch to crickets. Or watching customers cancel without understanding why. You have a feeling you’d get answers if you talked to customers, but…what if they don't open up? What if you ask the wrong questions?
You're not alone. Join over 5,000 readers worldwide who've discovered that customer interviewing isn't about being naturally it's about learning a few simple techniques that anyone can master.
Readers call this "the most practical overview of customer research" they've ever read because it gives you everything you need to start
Ready-to-use interview scripts for discovery, retention, and cancellation conversationsThe beloved "How to Talk So People Will Talk" section with specific phrases that help people open up (and shows you how to practice these skills safely with friends and family first)Clear frameworks for making sense of what you learnA real interview so you know what success looks like“Deploy Empathy is, far and away, the best book I've ever read on user interviews. It is filled with tactical advice. I heartily recommend it to anyone who builds or sells.”
– Patrick McKenzie (aka patio11), Founder, Kalzumeus Software
"A smart look at one of business's most overlooked but critical topics." - Morgan Housel, Partner at Collaborative Fund and Author of the International Bestseller The Psychology of Money
398 pages, Kindle Edition
Published August 13, 2025
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