This is where empathy lies, and it’s an easy chasm to fall into.

“I can’t imagine eating durian ice cream,” is not the same as “no one likes durian ice cream.”

We fail as marketers, editors and project managers when we can’t find the empathy to bridge the gap. It’s a lovely shortcut to make things for yourself, to imagine that you are the client, the reader or the customer. But most of the time, you’re not.

“It’s not for me, but it might be for you.”