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

  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

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