Marketing, Engineering, Design...Empathy?

50 %
50 %
Information about Marketing, Engineering, Design...Empathy?

Published on March 12, 2014

Author: fitzgeraldsteele


Marketing, Engineering, Design…Empathy? How being more humane helps you win Fitzgerald Steele, Jr. Director of Marketing Integrated DNA Technologies

@fjsteele #empathyFTW

A little bit about me

I speak many languages.

Let’s play a game!

10 Positive Emotions of MMTW • Joy • Relief • Love • Surprise • Pride • Curiosity • Excitement • Awe and Wonder • Contentment • Creativity * Blatently “reused” from Jane McGonigal’s TED Talk

Marketing, Engineering, Design…Empathy? How being more humane helps you win Fitzgerald Steele, Jr. Director of Marketing Integrated DNA Technologies

When Marketing, Engineering, and Design Work Together…

And When They Don’t…

So why isn’t every product and service awesome?

“I used to think projects were 80% people stuff, 20% technology. Now I think it’s like 90% people stuff…” -- Robert Torres

One example: Hostility Attribution Bias* * Google-able phrase

em·pa·thy 1) the ability to understand and share the feelings of another. 2) understanding and fully comprehending another’s feelings 3) the action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another

Yes, I’ll help! No, thanks Threshhold of Action This is similar to BJ Fogg’s Behavior Change Model

Empathy Circuit Training For Marketers, Engineers, Designers

Empathy For… • Customers • Colleagues • Community

CUSTOMER EMPATHY Getting Into Their World, Understanding Their Journey

Customer Personas*

Customer Journey Maps*

COLLEAGUE EMPATHY Finding Common Ground, Building Together

Always Be Constructing… Externalize Your Thinking, Create Boundary Objects*

Always Be Constructive

Positive Psychology Positive Teams Accomplish More* Positive-to-Negative Ratio Marriage* 3-1 Positivity Ratio*

Appreciative Inquiry* • …It is founded on the simple assumption that human systems – teams, organizations and people – move in the direction of what they study, what they focus on and what they talk about with regularity. Positive images inspire positive action.

Let’s Try An Appreciative Interview • Partner with the person next to you. • You’re going to interview them for 5 minutes, asking the two questions I’m about to share with you. • Then, you will switch roles. The interviewer will become the interviewee. • Be curious, interested. Feel free to explore, delve, and go wherever the conversation takes you.

Tell me about one of the most significant and satisfying accomplishments or events you have experienced as a student…a time when you felt like you were working at your best on something fun or interesting or engaging: – When was it – Was anyone else involved – What did you do that made this occasion so memorable – How did you feel as you approached the event? During? How did you feel when it was over?

COMMUNITY EMPATHY Engaging in the World Around You

How Do You Better Relate With Others? Your Specialty, 25% Everything Else, 75%

Think About Engaging, Empathizing With People At Lower Levels of Maslow’s Hierarchy of Needs*…OR…

Consider Upping Your Zombie Apocalypse Relevant Skills

Empathy for others around you… You and Your World Customers Colleagues Community

…will help you expand your world. Your New World

Empathy is the key to expanding the area in which you can influence …hopefully in a positive way The whole talk in less than 140 characters… Tweet that!

@fjsteele #empathyFTW

Add a comment

Related presentations

Brands are more invested today than ever before on curating and distributing paid,...

Marketers need to be creating and publishing original content across many differen...

As content marketing continues to increase in popularity in every industry, more m...

Il Direct Email Marketing (DEM) è una tipologia di marketing diretto che usa la po...

This presentation contains all 120 rules from Part 1 of the 2nd edition of "Email ...

Olá, somos o Paulo Bernardes e o Pedro Silvestre, temos uma ambição em comum de me...

Related pages

Design Thinking – Empathy >

When it comes to integrating Design Thinking into Product Concept Design, Empathy is the crux of the ... About ... Digital Marketing Blog
Read more

Empathic design - Wikipedia, the free encyclopedia

Engineering; Enterprise architecture; Futures studies; Intelligent design; New product development; Philosophy of design; Process simulation; Slow design ...
Read more

Marketing Engineering | LinkedIn

View 35854 Marketing Engineering posts, presentations, experts, and more. Get the professional knowledge you need on LinkedIn.
Read more

Social Design, Empathy & Mindfulness | CustomerThink

Digital Marketing; Sales Performance; Service and Support; ... Social Design, Empathy & Mindfulness. Prem Kumar Aparanji | Nov 19, 2012 22 views No ...
Read more

Steele for Meetup Strategist

Marketing, Engineering, Design...Empathy?from Fitzgerald Steele. Sharing Knowledge and Experience. My most popular post described what I consider UX Core ...
Read more

ICSID | Design Empathy - International Council of ...

Design Empathy "There are no dumb ... as espoused by the then head of marketing ... But what was even more disturbing was that a study by the Engineering ...
Read more

What is Human Centred Design - HCDI

What is Human Centred Design? ... human centred design; design; marketing; branding ... Such engineering based approaches address well the needs of the ...
Read more

Empathy map - a service design tool | Marketing & Business ...

This Pin was discovered by It's Business. Discover (and save!) your own Pins on Pinterest. | See more about Service Design, Maps and Tools.
Read more