Picture your last production meeting. I’m willing to bet the conversation orbited around a familiar constellation of topics: overall equipment effectiveness, yield percentages, downtime reports, maybe the latest snag on the line or a supply chain headache. These are the vital signs of a manufacturing operation, the metrics that keep the lights on and the orders moving. We live and breathe them.
But in that whirlwind of data and process talk, how often did the actual customer come up? Not as a purchase order number or a delivery deadline, but as a real person or a real business with needs, frustrations, and expectations. It’s a common blind spot. We get so wrapped up in the how and the what of our work that we can slowly, almost imperceptibly, lose sight of the who and the why.
I remember sitting in a meeting years ago with a team that made highly specialised industrial components. They were brilliant engineers, absolute masters of their craft. They spent forty-five minutes debating a change to a finishing process that would shave a few pence off each unit. It was a fascinating, deeply technical discussion. Then someone, almost as an afterthought, asked, “Does this change how the client’s team installs it?” The room went quiet. Nobody knew. The customer, the very reason they were all in that room, was a ghost.
This disconnect is more than just a philosophical problem. It has real world consequences. When teams lose touch with the end user, quality can become about meeting a spec sheet, not solving a problem. Innovation stagnates because it’s not fuelled by real world needs. And a competitor who is obsessed with the customer experience can suddenly look very appealing.
What if I told you there’s a way to change this dynamic? Not with an expensive consultant or a complex new software system, but with a simple, powerful technique you can try in your very next meeting. It costs nothing, takes about thirty seconds to set up, and can instantly reframe your team’s entire perspective. It’s called the “Empty Chair” technique, and it might just be the most effective tool you’re not using.
What Is the “Empty Chair” Technique?
At its core, the concept is almost laughably simple. You bring an extra, empty chair into your meeting room and you place it at the table with everyone else. You then announce to the team that this chair is occupied. It’s reserved for your most important stakeholder: the customer.
That’s it. That’s the technique.
I know what you might be thinking. It sounds a bit theatrical, maybe even a little silly. But its power doesn’t come from some mystical property of furniture. Its power lies in its role as a physical, unignorable symbol. It transforms the abstract concept of ‘the customer’ into a tangible presence in the room.
The idea has been floating around for a while, but it was famously championed by Jeff Bezos in the early days of Amazon. He insisted on having an empty chair in key meetings to represent the customer, whom he called “the most important person in the room.” For a company that has built an empire on customer obsession, it’s a telling detail. It wasn’t just a gimmick; it was a foundational piece of their culture.
The purpose is to force a constant, gentle reorientation of the conversation. When you’re discussing a change to a production schedule, you can glance at the chair and ask, “How does this impact our customer’s project timeline?” When a quality issue is being debated, the chair prompts the question, “What would the person sitting here say about this?”
It makes the customer’s perspective an active participant in real time decision making, rather than an afterthought or a data point in a quarterly report. The chair doesn’t speak, of course, but it forces you and your team to speak for it. And in doing so, you start to think differently. You start to see your own processes, products, and problems through their eyes.
How to Implement the Technique
Introducing something new, especially something that feels a bit unconventional, can be tricky. But the beauty of the empty chair is its simplicity. Here’s a straightforward way to roll it out, step by step.
1. Set the Stage (Briefly)
At the beginning of your next team meeting, whether it’s a daily stand up or a weekly project review, bring in the extra chair. Before anyone can ask, just address it calmly. You don’t need a big speech.
You could say something like, “Morning all. You’ll notice the extra chair. Today, we’re going to try something a little different. This seat is for our customer. Let’s imagine Dave from Acme Engineering is sitting with us today. The goal is just to keep Dave’s perspective in mind as we go through our agenda.”
Keep it light and frame it as an experiment. This lowers the pressure and makes people more open to the idea.
2. Use Simple Prompts During the Meeting
Your role as the leader is to activate the chair. It won’t do anything on its own. Throughout the discussion, use it as a conversational tool. When a decision point arises, turn to the chair, metaphorically speaking, and ask questions.
- “Okay team, we’re thinking of changing the packaging. What would Dave say about that? Would it be easier or harder for his team on the receiving end?”
- “We’ve hit a delay on this order. If Dave were sitting here right now, what would he need to hear from us? What would be most important to him?”
- “This new feature is technically impressive, but let’s ask the chair: does it actually solve a problem for Dave, or is it just something we think is cool?”
These questions shift the focus from internal constraints (cost, time, resources) to external value (convenience, reliability, problem solving).
3. Invite Others to Inhabit the Chair
Once the team gets used to the idea, take it a step further. Encourage team members to temporarily role play as the customer. This can be incredibly powerful for generating new perspectives.
You could say, “Sarah, you’ve worked closely with the Acme account. For the next five minutes, I want you to be Dave. Forget you’re our head of quality. From his point of view, what’s his biggest concern about this project right now?”
This gives people permission to step outside their official roles and think more freely. You’ll be amazed at the insights that emerge when your logistics manager starts thinking like the customer’s warehouse supervisor, or when a machine operator considers the challenges of the person who has to service the equipment they build.
4. Close the Loop
At the end of the meeting, take two minutes to debrief. This is crucial for cementing the value of the exercise and making it part of your culture, not just a one off event.
Ask the team directly:
- “Did having the empty chair here change any of our discussions today?”
- “Did we make a different decision on anything because we considered that perspective?”
- “Was this a useful exercise? Should we do it again?”
This reflection reinforces the purpose of the technique and gathers feedback, making the team a part of the process.
Why It Works So Well in Manufacturing Environments
I think this technique is uniquely suited to the world of manufacturing, precisely because our environments are so process driven. On the factory floor, consistency, efficiency, and adherence to standards are paramount. This is a good thing; it’s how we produce high quality goods reliably.
But that intense internal focus can build a wall between the people making the product and the people using it. The customer can feel very far away when your immediate reality is a CNC machine, a welding torch, or a quality control checklist. The empty chair acts as a bridge across that gap.
It connects the tangible work on the factory floor to the value it creates for the customer. Suddenly, tightening a bolt to the correct torque isn’t just about passing an inspection; it’s about ensuring the machine doesn’t fail for Dave at Acme Engineering during a critical production run. Calibrating a sensor isn’t just a task on a maintenance schedule; it’s about providing the accurate data the customer relies on to run their own business.
This creates powerful psychological and cultural shifts:
- Empathy: It’s hard to feel empathy for a spreadsheet. It’s much easier to feel it for ‘Dave’, even an imaginary one. This technique builds a muscle of empathy, encouraging your team to think about the human impact of their work.
- Accountability: It fosters a deeper sense of accountability. The team isn’t just accountable to their line manager or the company’s KPIs; they start to feel a direct sense of responsibility to the person in the chair. This is intrinsic motivation, and it’s far more powerful than any top down pressure.
- Innovation: True innovation comes from solving real problems. By keeping the customer and their problems front and centre, you create fertile ground for new ideas. Your team will start spotting opportunities for improvement not just in your processes, but in your products and services themselves. They might suggest a small design tweak that makes maintenance easier or a change in documentation that clarifies a common point of confusion.
Real Examples and Tangible Outcomes
I’ve used this technique in workshops with manufacturing teams and have seen the shift happen in real time. In one session, a team was discussing how to handle a recurring, minor defect in a batch of components. The default conversation was about rework costs versus scrapping the batch.
We brought in the empty chair, representing their biggest client. I asked, “What does the client do when they receive a component with this defect?” The quality manager, role playing, said, “Well, they probably just toss it and grab another one from the box. But they’re probably also thinking, ‘Here we go again.’ It chips away at their confidence in us.”
The mood in the room changed. The conversation shifted from the cost of the defect to the cost of eroding trust. They didn’t just decide to fix the batch; they launched a root cause analysis project to eliminate the defect entirely. The empty chair turned a financial calculation into a relationship issue.
The tangible outcomes of consistently using this technique can be significant.
- Customer aligned projects: You’ll find that new initiatives and continuous improvement projects are more likely to be focused on things that deliver real customer value.
- Increased customer satisfaction and loyalty: When your decisions are consistently made with the customer’s best interests at heart, they notice. This leads to fewer complaints, better relationships, and repeat business.
- Improved product market fit: You’ll develop a more intuitive understanding of what the market needs, leading to better products and services that solve genuine problems.
- A more engaged and proactive team: When people see the direct link between their work and the customer’s success, their sense of purpose and engagement skyrockets.
Quick Wins: Making the Most of Your Next Meeting
Ready to give it a try? You don’t need to wait for the perfect moment. Here are a few things to help you implement this in your very next meeting.
Your Agenda Item:
Simply add a new line item to your standard meeting agenda: “Customer Perspective Check In (The Empty Chair).” This formalises it and signals its importance.
Your Opening Script:
Feel free to borrow this: “Team, we’re adding a new permanent fixture to our meetings: this empty chair. It represents our customer. At any point, I want anyone to feel free to ask, ‘What would the person in this chair think?’ The goal is to make sure we don’t lose sight of who we’re doing all this for.”
Your Follow Up:
After the meeting, send a brief email. It could be as simple as: “Thanks for a productive meeting today. I thought the ’empty chair’ discussion about the packaging issue was really valuable. It’s a great reminder to keep thinking from the outside in. Let’s keep it up.” This reinforces the behaviour you want to see.
The most important tip is to just start. Don’t overthink it. Don’t worry if it feels a bit awkward at first. All meaningful changes in culture start with a small, sometimes slightly uncomfortable, first step. Encourage experimentation and be open to the team’s feedback.
A Simple Chair, A Profound Shift
In the relentless pursuit of operational excellence, it’s easy to become internally focused. We optimise processes, streamline workflows, and analyse data until we’re a model of efficiency. But efficiency without purpose is just motion. The empty chair is a simple, powerful, and profoundly human way to bring that purpose back into the room.
It reminds us that behind every order number, every spec sheet, and every delivery address, there is a person or a business relying on us to do our best work. It’s not about abandoning your KPIs; it’s about enriching them with the perspective of the one person who matters most.
So, I invite you to try it. In your next meeting, pull up an empty chair. See what happens. You might be surprised by the conversations it starts and the direction it takes you.
Have you ever tried a technique like this? Or do you have another way you keep your team focused on the customer? I’d love to hear about your experiences in the comments below.
If this simple idea of shifting perspective resonates with you, imagine the impact of a dedicated programme designed to unlock your team’s full potential. Our High Performing Teams Workshop is an immersive experience that goes beyond single techniques, providing your manufacturing leaders with a complete toolkit to build a culture of accountability, innovation, and true customer obsession. Learn more and book a discovery call today.



