Their immediate need was a revamped website, but once they understood that this need paled in comparison to all of the other places they could have an impact on their customers’ lives, they began talking excitedly about how to make this vision a reality down the road.
Let Emotion Be Your Guide is a wonderful article from Hana Schank and Jana Sedivy (published on A List Apart) which has taken me far too long to actually sit down and read. It's worth your time pretty much regardless of your own career path, but personally it reminded me of some of the little reasons I enjoy the path I've chosen.
Whilst websites are a core point of contact for many businesses and deserve a rigorous, reasoned implementation the reality is that they are likely only one of many such points of contact for your customer, and each is just as important as the next.
What's more, the best practices and strategies employed in developing a good digital foothold aren't just applicable to the web. Increasingly, the way we think about UXD online is no different to the way we should think about every aspect of our lives. Putting empathy front and centre of your decision making is not just good practice: it's the only method that makes sense in the long term. New features, applications, websites, brochures or whatever else are only useful if they solve a real problem, and you won't know what the real problems are unless you talk to, and empathise with, other people.