Putting yourself in your customers’ shoes (or in anybody else’s, for that matter) is not a great advice.
It might be a good introduction to the context and the surroundings of the customers, but eventually you will most likely end up taking with you a lot of your thoughts, ideas, assumptions, models, preferences, plans. What you will see is what you want to see, not necessarily what the customers see.
A better alternative is to talk with your customers (or anybody else you want to understand). Talk as in sit down with them, with no distractions, listen deeply, ask open questions, listen more, pay special attention to their language, their thought process, their ideas, and what they don’t say. There you can find information worth processing and turning into actions.
