EMPATHY:Content Strategy’sHidden Deliverable    #empathy
HI. I’M COREY VILHAUER           @mrvilhauer
BLEND  INTERACTIVE     @blendtweets  SIOUX FALLS,SOUTH DAKOTA
SIOUX FALLS,SOUTH DAKOTA
KNOWING INFO ≠COMMUNICATING INFO
AHA!
LISTEN
LISTENUNDERSTAND
LISTENUNDERSTANDSOLVE
UNDERSTANDSOLVE
SOLVE
EMPATHY
EMPATHY  The action of understanding, being    aware of, being sensitive to, and vicariously experiencing the feelings,tho...
EMPATHY“...empathy can be described  as feeling the feelings of  another with the greatest     accuracy and effort.”       ...
BUT...
THECLIENT
THETEAM
THECO-WORKER
THEBOSS
THEEDITOR
CONTENT STRATEGY
CONTENT STRATEGY
CONTENT STRATEGY PEOPLE
THE PSYCHOLOGY OF ORGANIZATIONAL     CHANGE:
THE PSYCHOLOGY OF ORGANIZATIONAL     CHANGE:CONTENT STRATEGY    EDITION
CHANGEIS HARD
“Change isn’t an event;   it’s a process.”       - Dan Heath / Chip Heath
“Content strategy is really  about choreographingmultiple talents, roles and     personalities...”                - Ahava ...
LACK OF OVERSIGHT
LACK OF OVERSIGHTTALENT MISMATCH
LACK OF OVERSIGHTTALENT MISMATCHPOLITICAL INFIGHTING
WRITING IS EGO
WORDS ARE PERSONAL
FAILURE IS CERTAIN,
FAILURE IS  CERTAIN,UNAVOIDABLE
FAILURE IS  CERTAIN,UNAVOIDABLE    AND NECESSARY
“You need to create theexpectation of failure - not the failure of the mission itself,     but failure en route.”         ...
“No matter how good a cook  you are, and no matter howhard you try, the first pancake of the batch always sucks.”          ...
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 th...
What makes you crazy?            What kind of help do             you wish you had?What is your workflow?         Who owns ...
“There’s a chance that  things’ll get weird.             - Archers of Loaf
2.BE CLEAR
JARGONWEASEL WORDS  SUCKING
JARGONWEASEL WORDS  SUCKING
JARGONWEASEL WORDS  SUCKING
JARGONWEASEL WORDS  SUCKING
“When the client feels likethey have some input during the project planning phase,they are more likely to enjoy          t...
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.
I am stillCOREY VILHAUERblendinteractive.com eatingelephant.com   blackmarks.net
RESOURCESeatingelephant.com/2012/10/        empathytalk
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
"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.

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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

    http://www.eurekalert.org/pub_releases/2012-10/cwru-era103012.php
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"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012

  1. 1. EMPATHY:Content Strategy’sHidden Deliverable #empathy
  2. 2. HI. I’M COREY VILHAUER @mrvilhauer
  3. 3. BLEND INTERACTIVE @blendtweets SIOUX FALLS,SOUTH DAKOTA
  4. 4. SIOUX FALLS,SOUTH DAKOTA
  5. 5. KNOWING INFO ≠COMMUNICATING INFO
  6. 6. AHA!
  7. 7. LISTEN
  8. 8. LISTENUNDERSTAND
  9. 9. LISTENUNDERSTANDSOLVE
  10. 10. UNDERSTANDSOLVE
  11. 11. SOLVE
  12. 12. EMPATHY
  13. 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. 14. EMPATHY“...empathy can be described as feeling the feelings of another with the greatest accuracy and effort.” - Whitney Hess
  15. 15. BUT...
  16. 16. THECLIENT
  17. 17. THETEAM
  18. 18. THECO-WORKER
  19. 19. THEBOSS
  20. 20. THEEDITOR
  21. 21. CONTENT STRATEGY
  22. 22. CONTENT STRATEGY
  23. 23. CONTENT STRATEGY PEOPLE
  24. 24. THE PSYCHOLOGY OF ORGANIZATIONAL CHANGE:
  25. 25. THE PSYCHOLOGY OF ORGANIZATIONAL CHANGE:CONTENT STRATEGY EDITION
  26. 26. CHANGEIS HARD
  27. 27. “Change isn’t an event; it’s a process.” - Dan Heath / Chip Heath
  28. 28. “Content strategy is really about choreographingmultiple talents, roles and personalities...” - Ahava Leibtag
  29. 29. LACK OF OVERSIGHT
  30. 30. LACK OF OVERSIGHTTALENT MISMATCH
  31. 31. LACK OF OVERSIGHTTALENT MISMATCHPOLITICAL INFIGHTING
  32. 32. WRITING IS EGO
  33. 33. WORDS ARE PERSONAL
  34. 34. FAILURE IS CERTAIN,
  35. 35. FAILURE IS CERTAIN,UNAVOIDABLE
  36. 36. FAILURE IS CERTAIN,UNAVOIDABLE AND NECESSARY
  37. 37. “You need to create theexpectation of failure - not the failure of the mission itself, but failure en route.” - Dan Heath / Chip Heath
  38. 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. 39. HOW DO WE DO IT?
  40. 40. 1.BE CURIOUS
  41. 41. ASK QUESTIONS
  42. 42. What makes you crazy?
  43. 43. What makes you crazy? What kind of help do you wish you had?
  44. 44. What makes you crazy? What kind of help do you wish you had?What is your workflow?
  45. 45. What makes you crazy? What kind of help do you wish you had?What is your workflow? Who owns this project?
  46. 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. 47. “There’s a chance that things’ll get weird. - Archers of Loaf
  48. 48. 2.BE CLEAR
  49. 49. JARGONWEASEL WORDS SUCKING
  50. 50. JARGONWEASEL WORDS SUCKING
  51. 51. JARGONWEASEL WORDS SUCKING
  52. 52. JARGONWEASEL WORDS SUCKING
  53. 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. 54. 3.BE DELIBERATE
  55. 55. 3.BE DELIBERATE (does not need)
  56. 56. 4.BE CONNIVING
  57. 57. IDENTIFYSTRENGTHSAND PLAYTO THEM
  58. 58. 5.BE A TEACHER
  59. 59. PROVIDE TOOLS
  60. 60. PROVIDE TOOLSWITHIN REASON
  61. 61. PEOPLE WORK DIFFERENTLY
  62. 62. YOU CAN’T WINEVERY BATTLE.
  63. 63. HOW MUCH CHANGE CAN WE HANDLE?
  64. 64. HOPE FOR THE BEST
  65. 65. THANK YOU.
  66. 66. I am stillCOREY VILHAUERblendinteractive.com eatingelephant.com blackmarks.net
  67. 67. RESOURCESeatingelephant.com/2012/10/ empathytalk
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