Instead of: “We understand our customers’ challenges…”
Do what video ethnographers do. Hit pause while the footage is rolling, showing people moving through ordinary life. Then stop and draw attention to what’s going on in the moment:
“7:40am. We’re in the kitchen. This is the decision a 16 year old needs to make before leaving for school.”
That moment has more impact than any vague claim.
Ethnography shows context before opinion. It drops your audience inside a real place, at a real time showing you a behaviour in motion.
“We understand our customers’ challenges…” sounds tired.
Precise observation is proof.
The revealing detail makes someone nod and say “yes, that’s exactly it.”
