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"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
- EMPATHY: Content Strategy’s Hidden 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
- LISTEN UNDERSTAND
- LISTEN UNDERSTAND SOLVE
- UNDERSTAND SOLVE
- SOLVE
- EMPATHY
- 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.
- EMPATHY “...empathy can be described as feeling the feelings of another with the greatest accuracy and effort.” - Whitney Hess
- BUT...
- THE CLIENT
- THE TEAM
- THE CO-WORKER
- THE BOSS
- THE EDITOR
- CONTENT STRATEGY
- CONTENT STRATEGY
- CONTENT STRATEGY PEOPLE
- THE PSYCHOLOGY OF ORGANIZATIONAL CHANGE:
- THE PSYCHOLOGY OF ORGANIZATIONAL CHANGE: CONTENT STRATEGY EDITION
- CHANGE IS 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
- WRITING IS EGO
- WORDS ARE PERSONAL
- FAILURE IS CERTAIN,
- FAILURE IS CERTAIN, UNAVOIDABLE
- FAILURE IS CERTAIN, UNAVOIDABLE AND 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
- IDENTIFY STRENGTHS AND PLAY TO THEM
- 5. BE A TEACHER
- PROVIDE TOOLS
- PROVIDE TOOLS WITHIN REASON
- PEOPLE WORK DIFFERENTLY
- YOU CAN’T WIN EVERY BATTLE.
- HOW MUCH CHANGE CAN WE HANDLE?
- HOPE FOR THE BEST
- THANK YOU.
- I am still COREY VILHAUER blendinteractive.com eatingelephant.com blackmarks.net
- RESOURCES eatingelephant.com/2012/10/ empathytalk