Empathy and Context: The Hidden Drivers of Growth

When we think about scaling a product, the focus often lands on the mechanics of growth—acquisition, retention, revenue, etc. But the real secret to sustainable growth lies in something more fundamental: empathy. Truly understanding your customers' context and needs enables you to deliver a solution that feels indispensable in their lives.

A great example is the innovation of food delivery services like DoorDash and iFood. These platforms didn’t just optimize the way food is delivered—they reimagined how convenience, health, and lifestyle could intersect. Fast food has long dominated the convenience market, but it often comes at the cost of health. iFood and DoorDash saw the opportunity to give customers freshly prepared meals delivered to their doors, bridging the gap between fast food’s ease and the desire for healthier meals.

I’ve had the opportunity to work with both of these innovators. Just this week, I was in Brazil for a short engagement with iFood, which prompted me to consider the inner workings of food delivery businesses. Both companies understood something critical: their customers needed more than just food—they needed a solution that fit seamlessly into their busy lives, balancing convenience with healthier options.

Growth Starts with Understanding the Customer’s Job-to-Be-Done

In the Jobs-to-Be-Done (JTBD) framework, customers “hire” a product to help them accomplish a specific task. Fast food was hired for its convenience—quick, easy meals when time was tight. But the trade-off was health. iFood and DoorDash extended the convenience model by offering freshly prepared meals, enabling customers to eat healthier without sacrificing the convenience they valued.

What’s notable is that neither iFood nor DoorDash made the decision for their customers. They didn’t say, “Here’s your healthy meal.” Instead, they created platforms that provided the option for healthier meals while maintaining the ease of fast food delivery. If customers wanted a salad, it was there. If they wanted a burger, that was there too. The value of these services lies in their ability to meet customers where they are—busy, tired, in need of convenience—and give them the choice to opt for healthier meals if they have the desire and discipline.

For growth professionals, this insight is critical: growth happens when you understand not just what your customer needs, but the context in which they need it. It’s about delivering flexibility that allows the customer to achieve their goal in a way that feels right to them. iFood and DoorDash didn’t just solve a logistical problem; they addressed a lifestyle challenge, empowering users to make better choices without disrupting their routines.

Empathy as a Catalyst for Growth

In my engagements with iFood and DoorDash, I’ve seen firsthand how empathy drives innovation. These companies don’t just offer food—they offer options and solutions that cater to a wide range of customer needs. Whether someone wants a quick bite, a gourmet meal, or something health-conscious, these platforms make it possible. The real innovation comes from understanding the customer’s context: balancing busy schedules, the desire for better health, and the need for convenience.

Growth professionals can learn a lot from this approach. Growth isn’t just about having a product that works; it’s about having a product that fits seamlessly into the customer’s life. Empathy for their needs allows you to create and deliver solutions that resonate on a deeper level. iFood’s success in Brazil is an excellent example of how a deep understanding of local logistics, cultural habits, and customer behavior can lead to breakthrough innovation.

DoorDash has done something similar in the U.S. By providing freshly prepared meals and options for healthier choices, they’ve empowered their customers to balance convenience with better health—without forcing that decision. The key to their growth has been meeting customers where they are and giving them the flexibility to make the choice that works best for them.

Applying Empathy to Your Growth Strategy

The lesson here is simple: empathy and flexibility fuel growth. For any product or service, ask yourself: What job is the customer hiring your product to do? What context are they operating in? And how can you deliver a solution that gives them the control to choose what’s best for them?

So, how do you understand the context in which your customer needs your product? That’s where my Product Market Fit survey becomes invaluable. Once you’ve identified your product's “must-have” benefit, ask customers: “Why is this benefit important to you?” Their written responses often contain rich, contextual insights into how your product fits into their lives. These insights can help you identify patterns and reach other potential customers with similar needs. In addition to the survey, don’t underestimate the value of direct conversations with your users. Every conversation offers a chance to deepen your understanding of the unique context in which your product makes a difference for them.

iFood and DoorDash didn’t disrupt the fast food industry by inventing an entirely new product. Instead, they innovated by recognizing that customers still valued fast food’s convenience but increasingly sought healthier, freshly prepared options. By offering the flexibility to choose between both, they empowered customers to make better decisions without sacrificing convenience. This customer-centric approach has made these platforms indispensable in people’s daily lives, as reflected by DoorDash’s market cap of over $60 billion and iFood’s valuation of more than $5 billion.

Conclusion: Growth Comes from Understanding Context and Empowering Customers

While a home-cooked meal may still be the healthiest option, platforms like iFood and DoorDash have recognized that modern life doesn’t always allow for that. By providing freshly prepared meals that are both convenient and healthier than fast food, they’ve given customers the power to make better choices without sacrificing their busy schedules.

As growth professionals, we need to adopt this mindset. Growth isn’t just about adding features or scaling faster—it’s about truly understanding your customers and the context in which they use your product. When you build with empathy and give customers the flexibility to make the best decisions for themselves, you create a product that not only grows but becomes indispensable.

Want to have a quick chat about better understanding your customer context? Schedule a call with me here: https://intro.co/seanEllis .