From startup to unicorn: the role of Empathy in growth
When we talk about what makes a startup succeed, we throw around words like vision, grit, and focus - all crucial, of course. But let’s be real, you can have all the vision in the world, but if no one understands (or cares about) what you’re selling, you’re just yelling into the void.
Empathy entered the chat.
Yes, empathy in business - the ability to truly understand your customers, their needs, their struggles, and their emotions - isn’t just a fluffy, feel-good concept. It’s the ultimate competitive advantage that separates brands customers tolerate from the ones they obsess over.
Why Empathy is the ultimate business differentiator
Here’s the thing: people don’t make purchasing decisions based purely on logic.
If they did, nobody would be paying $7 for a cup of coffee they could make at home for 50 cents.
No one buys a laptop just because it has 16GB of RAM. (They buy it because they want flawless Zoom calls without sounding like a robot from 1999.)
No one picks a skincare brand only because it contains hyaluronic acid. (They buy it because they want glowing, “I-woke-up-like-this” skin.)
No one signs up for a gym membership just because of the fancy equipment. (They join because they want to make a change for a healthier life)
At the end of the day, people buy based on how a product makes them feel - safe, confident, inspired, or maybe just understood.
Take two coffee brands:
Brand A: “We sell high-quality, organic, single-origin coffee beans.”
Brand B: “We know you need that first sip to survive the morning chaos. We’ve got you.”
Brand B wins because it understands the real problem - the struggle of mornings, not just the need for coffee.
Empathy is what moves people from “Oh, that’s nice” to “Take my money NOW.”
How do you actually use empathy to grow your business? (Glad you asked.)
1. Listen first, sell second
Most brands are too busy talking to actually listen to their customers. But if you stop broadcasting and start listening, you’ll learn everything you need to sell more, build loyalty, and create a product people actually want.
Read customer reviews - not just for your brand, but for your competitors too. What are people frustrated with?
Engage in real conversations, not just transactional ones.
Ask your customers: "What annoys you most about [your industry]?" And then fix it.
Example: A skincare brand notices customers complaining about moisturizers feeling too heavy. Instead of pushing their existing formula harder (“But it has premium ingredients!!”), they launch a lightweight version designed for those concerns. Sales skyrocket because they actually listened.
Moral of the story: Customers will tell you what they want - if you bother to ask.
2. Make people feel seen
Customers don’t just want to buy stuff - they want to buy from brands that get them.
Use their language. If your customers say, “I hate how protein bars taste like cardboard,” don’t market yours as “high-protein, nutrient-dense, fiber-packed energy bars.” Say: “Tastes like a snack, fuels like a meal.”
Represent real people, real struggles, real moments. Nobody relates to the “I have my life together” influencer. They relate to “I spilled coffee on my laptop, but at least I have great hair today” energy.
Don’t just talk about your product; talk about how it fits into their lives.
Example: A fitness app stops saying “Achieve peak performance!” (too intense) and starts saying “Let’s make working out suck less.” Suddenly, more people engage because the brand feels relatable, not intimidating.
3. Build relationships, not just transactions
A one-time customer is great. A lifelong fan who tells all their friends about you? That’s the real jackpot.
Personalize interactions - send a thank-you note, respond to comments, remember past purchases.
Reward loyalty - stop chasing new customers while ignoring the ones who already love you.
Make it easy for them to give feedback, and when they do? Act on it.
Example: A meal kit brand sends a follow-up email:
"How was your first dinner? Any tweaks you’d like for next time?"
Boom. Customers feel heard, and suddenly, retention rates increase.
When you use Empathy, you’ve already won!
At the end of the day, people buy from people, based on emotion.
Once you start seeing your customers as humans with real emotions, challenges, and desires, you’re no longer just selling a product. You’re building trust, loyalty, and a brand people actually care about.
So tell me - how do you use empathy in your business strategy today?
