"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
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"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012

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"Empathy: Content Strategy's Hidden Deliverable," Corey Vilhauer's talk from CS Forum 2012 in Cape Town, South Africa - October 26, 2012.

"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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  • The fact alone that you quote Archers of Loaf is enough, but you also bring up many great points about the process of success and failure, and how they work together.
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  • Related research released today: Empathy represses analytic thought, and vice versa

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Transcript

  • 1. EMPATHY:Content Strategy’sHidden Deliverable #empathy
  • 2. HI. I’M COREY VILHAUER @mrvilhauer
  • 3. BLEND INTERACTIVE @blendtweets SIOUX FALLS,SOUTH DAKOTA
  • 4. SIOUX FALLS,SOUTH DAKOTA
  • 5. KNOWING INFO ≠COMMUNICATING INFO
  • 6. AHA!
  • 7. LISTEN
  • 8. LISTENUNDERSTAND
  • 9. LISTENUNDERSTANDSOLVE
  • 10. UNDERSTANDSOLVE
  • 11. SOLVE
  • 12. EMPATHY
  • 13. EMPATHY The 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.
  • 14. EMPATHY“...empathy can be described as feeling the feelings of another with the greatest accuracy and effort.” - Whitney Hess
  • 15. BUT...
  • 16. THECLIENT
  • 17. THETEAM
  • 18. THECO-WORKER
  • 19. THEBOSS
  • 20. THEEDITOR
  • 21. CONTENT STRATEGY
  • 22. CONTENT STRATEGY
  • 23. CONTENT STRATEGY PEOPLE
  • 24. THE PSYCHOLOGY OF ORGANIZATIONAL CHANGE:
  • 25. THE PSYCHOLOGY OF ORGANIZATIONAL CHANGE:CONTENT STRATEGY EDITION
  • 26. CHANGEIS HARD
  • 27. “Change isn’t an event; it’s a process.” - Dan Heath / Chip Heath
  • 28. “Content strategy is really about choreographingmultiple talents, roles and personalities...” - Ahava Leibtag
  • 29. LACK OF OVERSIGHT
  • 30. LACK OF OVERSIGHTTALENT MISMATCH
  • 31. LACK OF OVERSIGHTTALENT MISMATCHPOLITICAL INFIGHTING
  • 32. WRITING IS EGO
  • 33. WORDS ARE PERSONAL
  • 34. FAILURE IS CERTAIN,
  • 35. FAILURE IS CERTAIN,UNAVOIDABLE
  • 36. FAILURE IS CERTAIN,UNAVOIDABLE AND NECESSARY
  • 37. “You need to create theexpectation of failure - not the failure of the mission itself, but failure en route.” - Dan Heath / Chip Heath
  • 38. “No matter how good a cook you are, and no matter howhard you try, the first pancake of the batch always sucks.” - Merlin Mann
  • 39. HOW DO WE DO IT?
  • 40. 1.BE CURIOUS
  • 41. ASK QUESTIONS
  • 42. What makes you crazy?
  • 43. What makes you crazy? What kind of help do you wish you had?
  • 44. What makes you crazy? What kind of help do you wish you had?What is your workflow?
  • 45. What makes you crazy? What kind of help do you wish you had?What is your workflow? Who owns this project?
  • 46. What makes you crazy? What kind of help do you wish you had?What is your workflow? Who owns this project?Why do you continuedoing this?
  • 47. “There’s a chance that things’ll get weird. - Archers of Loaf
  • 48. 2.BE CLEAR
  • 49. JARGONWEASEL WORDS SUCKING
  • 50. JARGONWEASEL WORDS SUCKING
  • 51. JARGONWEASEL WORDS SUCKING
  • 52. JARGONWEASEL WORDS SUCKING
  • 53. “When the client feels likethey have some input during the project planning phase,they are more likely to enjoy the ride.” - Melissa Rach
  • 54. 3.BE DELIBERATE
  • 55. 3.BE DELIBERATE (does not need)
  • 56. 4.BE CONNIVING
  • 57. IDENTIFYSTRENGTHSAND PLAYTO THEM
  • 58. 5.BE A TEACHER
  • 59. PROVIDE TOOLS
  • 60. PROVIDE TOOLSWITHIN REASON
  • 61. PEOPLE WORK DIFFERENTLY
  • 62. YOU CAN’T WINEVERY BATTLE.
  • 63. HOW MUCH CHANGE CAN WE HANDLE?
  • 64. HOPE FOR THE BEST
  • 65. THANK YOU.
  • 66. I am stillCOREY VILHAUERblendinteractive.com eatingelephant.com blackmarks.net
  • 67. RESOURCESeatingelephant.com/2012/10/ empathytalk