Can you elaborate on the concept of empathizing with a customer as explained in the book?

The case study of IDEO designer Kristian Simsarian emphasizes the importance of empathy in the design process. By experiencing firsthand what someone is feeling, a deeper understanding emerges. This understanding then shapes the resulting solutions, making them more human-centric. When a solution, product, or service is created with an obviously human element, it is more likely to be accepted by people. The broader implication of this case study is the validation of the empathetic approach in design thinking. It suggests that for a design to be successful, it should be rooted in the understanding of the user's needs and emotions.

The lessons from "Change By Design" can be applied in today's business environment by incorporating empathy into the design process. This involves understanding the needs and feelings of the customer, which can lead to solutions that are more likely to be accepted because they have a human element. Additionally, businesses can adopt a design thinking approach, which encourages experimentation, prototyping, and iteration to arrive at innovative solutions.