"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.

Technology

EMPATHY:
Content Strategy’s
Hidden Deliverable

#empathy

BLEND
INTERACTIVE
@blendtweets

SIOUX FALLS,
SOUTH DAKOTA

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

THE PSYCHOLOGY OF
ORGANIZATIONAL
CHANGE:

THE PSYCHOLOGY OF
ORGANIZATIONAL
CHANGE:
CONTENT STRATEGY
EDITION

“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

TALENT MISMATCH

POLITICAL INFIGHTING

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

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

“When the client feels like
they have some input during
the project planning phase,
they are more likely to enjoy
the ride.”
- Melissa Rach

I am still
COREY VILHAUER

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