The tool that does the best job at spreading empathy throughout a company is the Persona Personas are fictional characters distilled from what you learn by talking with your stakeholders about their needs, their motivations, and their aspirations. When crafted well, they address the breadth of what you heard, in an understandable way that can be appreciated by others. Notice a trend emerging in this letter? Great organizational design starts with listening to those you serve. Article: The Best Way to Understand Your Customers