How can you get into your coworker or customer's shoes? Map it out.
Get on-the-ground insight into your product, service, or brand. Find where things get stuck, and how to tweak it.
Talk to them, or start by imagining, from the beginning -- and I mean, as far back as you can go. For example, if you're mapping the work commute, start with waking up, or even the night before.
Draw out the stories. Find what they have been doing, thinking, and feeling at each moment. Look for friction, pain points, confusion, hesitation, censorship.