EMPATHY: Content Strategy’s Hidden Deliverable #empathy
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
May 08, 2015
"Empathy: Content Strategy's Hidden Deliverable," Corey Vilhauer's talk from CS Forum 2012 in Cape Town, South Africa - October 26, 2012.
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Transcript
EMPATHY:Content Strategy’s
Hidden Deliverable
#empathy
HI.
I’M COREY VILHAUER@mrvilhauer
BLENDINTERACTIVE
SIOUX FALLS, SOUTH DAKOTA
@blendtweets
SIOUX FALLS, SOUTH DAKOTA
KNOWING INFO ≠COMMUNICATING INFO
AHA!
LISTEN
LISTEN
UNDERSTAND
LISTEN
UNDERSTAND
SOLVE
UNDERSTAND
SOLVE
SOLVE
EMPATHY
EMPATHYThe action of understanding, being
aware of, being sensitive to, and vicariously experiencing the feelings,
thoughts, and experience of another of either the past or present without having the feelings, thoughts, and
experience fully communicated in an objectively explicit manner.
EMPATHY
“...empathy can be described as feeling the feelings of another with the greatest
accuracy and effort.”- Whitney Hess
BUT...
THECLIENT
THETEAM
THECO-WORKER
THEBOSS
THEEDITOR
CONTENT STRATEGY
CONTENT STRATEGY
CONTENT STRATEGYPEOPLE
THE PSYCHOLOGY OF ORGANIZATIONAL
CHANGE:
CONTENT STRATEGYEDITION
THE PSYCHOLOGY OF ORGANIZATIONAL
CHANGE:
CHANGEIS HARD
“Change isn’t an event;it’s a process.”
- Dan Heath / Chip Heath
“Content strategy is really about choreographing
multiple talents, roles and personalities...”
- Ahava Leibtag
LACK OF OVERSIGHT
LACK OF OVERSIGHT
TALENT MISMATCH
LACK OF OVERSIGHT
TALENT MISMATCH
POLITICAL INFIGHTING
WRITINGIS EGO
WORDS AREPERSONAL
FAILURE IS CERTAIN,
FAILURE IS CERTAIN,
UNAVOIDABLE
FAILURE IS CERTAIN,
UNAVOIDABLEAND
NECESSARY
“You need to create the expectation of failure - not the
failure of the mission itself, but failure en route.”
- Dan Heath / Chip Heath
“No matter how good a cook you are, and no matter how
hard you try, the first pancake of the batch always sucks.”
- Merlin Mann
HOW DO WE DO IT?
1. BE CURIOUS
ASK QUESTIONS
What makes you crazy?
What makes you crazy?
What kind of help do you wish you had?
What makes you crazy?
What kind of help do you wish you had?
What is your workflow?
What makes you crazy?
What kind of help do you wish you had?
What is your workflow?
Who owns this project?
What makes you crazy?
What kind of help do you wish you had?
What is your workflow?
Who owns this project?
Why do you continue doing this?
“There’s a chance that things’ll get weird.
- Archers of Loaf
2.BE CLEAR
JARGON
WEASEL WORDS
SUCKING
JARGON
WEASEL WORDS
SUCKING
JARGON
WEASEL WORDS
SUCKING
JARGON
WEASEL WORDS
SUCKING
“When the client feels like they have some input during the project planning phase,
they are more likely to enjoy the ride.”
- Melissa Rach
3.BE DELIBERATE
3.BE DELIBERATE
(does not need)
4.BE CONNIVING
IDENTIFYSTRENGTHSAND PLAYTO THEM
5.BE A TEACHER
PROVIDE TOOLS
PROVIDE TOOLSWITHIN REASON
PEOPLE WORK DIFFERENTLY
YOU CAN’T WINEVERY BATTLE.
HOW MUCH CHANGE CAN WE HANDLE?
HOPE FOR THE BEST
THANK YOU.
COREY VILHAUERI am still
blendinteractive.comeatingelephant.com
blackmarks.net
RESOURCES
eatingelephant.com/2012/10/empathytalk
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