Cooper uses 'The Drawing Board'- a cool series of narrated slide shows that walks a persona through a scenario- to look at the world from the perspective of users and their goals. This highlights a lot of bad interactions in a user's daily life, which in turn stimulates discussions about how technology can alleviate some of the frustrations caused by these bad interactions.
I'm a big proponent of investing time in knowing users so that we can accurately target their needs. And as such, I strongly recommend that you check out this short video. Besides the fun pictures, this presentation really drives the idea home.
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