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"The definition of empathy is the ability to be aware of, understanding of, and sensitive to another person’s feelings and thoughts without having had the same experience. 

As human-centered designers, we consciously work to understand the experience of our clients and their customers. These insights inform and inspire our designs. 

IDEO CEO Tim Brown describes design empathy as a mental habit (Brown, 2009). It is also a fundamental cultural value that allows our designers to develop concepts, products, services, strategies, and systems that are both innovative and responsive to actual user needs and desires (Black, 1998)."


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 Zak, Paul. 2012. The Moral Molecule. The Source of Love and Prosperity. Dutton.