It is well known that Jeff Bezos, founder of Amazon, is service-minded in his approach to leading his people and his brand.

One of his techniques is to place the customer in the centre of all meetings and conversations. This is called the empty chair technique.

Bezos places an empty chair in the middle of the boardroom or meeting room and asks people to imagine that one of their customers is sitting in that chair.

This reminds people that the most important person in the room is the customer and this influences all their decision making.

The visual prompt ensures the needs, wants and challenges of the customer are front-of-mind. It raises questions like:

.  What would they (the customer) think when we put these ideas forward?

.  What would they say is their biggest pain point with our brand?

.  How happy would they be with the decisions we have made today?

.  How would they want to receive this message?

.  What issues would they raise if they were in the room today?

This technique is powerful and yet so simple. It gets to the heart of what is inside the customers’ head.

What are you doing to get inside your customers’ head?

Jaquie Scammell

‘Love Being in Service’

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