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7.23.17
GIVING A SHIT IN 5 MINS OR LESS
INSTANT EMPATHY
Hi, I’m Karen. And I watch people for a living.
Some people call it ethnography, and you can, too.
But the word isn’t so important.
The important part is understanding people, and I
learned something about it that I want to tell you.
Just so you know I’m for real, here’s me
creeping on a guy at his job.
And here I am listening to a business owner
express how she feels about sales calls.

(She’s not a fan.)
Also me, watching a music teacher
try to list her services online.
What I typically do is
spend a lot of time one
on one with folks, and
then try to discern what
makes them tick.
(Me again, figuring that out.)
Five years ago, on a furniture design project, 

I was watching an Adobe developer at work, when I saw
something that changed my life.
(I know that was a little click-baity, 

but I don’t wanna spoil it.)
Anyway, what I learned on that day sparked the
development of a system of observation based on the
metaphorical analysis of habitual behaviors.
In other words, I got a lot better at
people-reading almost instantly.
But even if you don’t care about that part, it’s a pretty good story. 

I know this because I’ve been telling it since 2012, 

and no one’s gotten bored yet.
I want to tell you my story, and teach you how to
understand and connect with people quickly by
paying attention to the smallest things.
Knowing why people do what they do will help you be a
more insightful strategist and communicator. 

It might even help you be a better human.
Here’s what I have in mind:
PART 1: A story about people-watching
The 5 minutes that changed everything: watching Josh make a latte
How I became an ethnographer: poetry, chakras, and a sociologist named Thomas
Graphology interrupted: why handwriting analysis doesn’t work anymore
PART 1: A story about people-watching
The 5 minutes that changed everything: watching Josh make a latte
How I became an ethnographer: poetry, chakras, and a sociologist named Thomas
Graphology interrupted: why handwriting analysis doesn’t work anymore
PART 2: What it means for business
Back to Josh: what I learned in the moment, and how it distilled my work
Fast forward to now: how my company’s last study on rituals sparked a whole new thing
PART 1: A story about people-watching
The 5 minutes that changed everything: watching Josh make a latte
How I became an ethnographer: poetry, chakras, and a sociologist named Thomas
Graphology interrupted: why handwriting analysis doesn’t work anymore
PART 2: What it means for business
Back to Josh: what I learned in the moment, and how it distilled my work
Fast forward to now: how my company’s last study on rituals sparked a whole new thing
PART 3: How to do it well
Why this works: a brief examination of the beautifully patterned fabric of the universe
Interior observation: why you have to understand yourself first, and how to do it
Emotional hygiene: how to avoid accidentally falling in love with Josh and everyone else
Yes, it’s a lot.

But I promise I’ve done this before.
Here I am teaching “Story Scouting” at Barkley before I
worked there. (It’s probably why they hired me.)
This is a screenshot of a talk I gave at Google about being
authentic. There’s a link to it in this proposal somewhere.
And here’s my teammate, Ricky, and I talking about
emotional experience design at Gas Can this year.
For strategists and business owners who need to connect
to their audiences and don’t have the resources to go hard,
this talk will be a windfall.
For regular humans that want to get better at caring: 

ready yourself for a small tornado in the heart area.
This is going to be great.
THANKS!

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Instant empathy giving a shit in 5mins or less (1)

  • 1. 7.23.17 GIVING A SHIT IN 5 MINS OR LESS INSTANT EMPATHY
  • 2. Hi, I’m Karen. And I watch people for a living.
  • 3. Some people call it ethnography, and you can, too. But the word isn’t so important.
  • 4. The important part is understanding people, and I learned something about it that I want to tell you.
  • 5. Just so you know I’m for real, here’s me creeping on a guy at his job.
  • 6. And here I am listening to a business owner express how she feels about sales calls.
 (She’s not a fan.)
  • 7. Also me, watching a music teacher try to list her services online.
  • 8. What I typically do is spend a lot of time one on one with folks, and then try to discern what makes them tick.
  • 9. (Me again, figuring that out.)
  • 10. Five years ago, on a furniture design project, 
 I was watching an Adobe developer at work, when I saw something that changed my life.
  • 11. (I know that was a little click-baity, 
 but I don’t wanna spoil it.)
  • 12. Anyway, what I learned on that day sparked the development of a system of observation based on the metaphorical analysis of habitual behaviors.
  • 13. In other words, I got a lot better at people-reading almost instantly.
  • 14. But even if you don’t care about that part, it’s a pretty good story. 
 I know this because I’ve been telling it since 2012, 
 and no one’s gotten bored yet.
  • 15. I want to tell you my story, and teach you how to understand and connect with people quickly by paying attention to the smallest things.
  • 16. Knowing why people do what they do will help you be a more insightful strategist and communicator. 
 It might even help you be a better human.
  • 17. Here’s what I have in mind:
  • 18. PART 1: A story about people-watching The 5 minutes that changed everything: watching Josh make a latte How I became an ethnographer: poetry, chakras, and a sociologist named Thomas Graphology interrupted: why handwriting analysis doesn’t work anymore
  • 19. PART 1: A story about people-watching The 5 minutes that changed everything: watching Josh make a latte How I became an ethnographer: poetry, chakras, and a sociologist named Thomas Graphology interrupted: why handwriting analysis doesn’t work anymore PART 2: What it means for business Back to Josh: what I learned in the moment, and how it distilled my work Fast forward to now: how my company’s last study on rituals sparked a whole new thing
  • 20. PART 1: A story about people-watching The 5 minutes that changed everything: watching Josh make a latte How I became an ethnographer: poetry, chakras, and a sociologist named Thomas Graphology interrupted: why handwriting analysis doesn’t work anymore PART 2: What it means for business Back to Josh: what I learned in the moment, and how it distilled my work Fast forward to now: how my company’s last study on rituals sparked a whole new thing PART 3: How to do it well Why this works: a brief examination of the beautifully patterned fabric of the universe Interior observation: why you have to understand yourself first, and how to do it Emotional hygiene: how to avoid accidentally falling in love with Josh and everyone else
  • 21. Yes, it’s a lot.
 But I promise I’ve done this before.
  • 22. Here I am teaching “Story Scouting” at Barkley before I worked there. (It’s probably why they hired me.)
  • 23. This is a screenshot of a talk I gave at Google about being authentic. There’s a link to it in this proposal somewhere.
  • 24. And here’s my teammate, Ricky, and I talking about emotional experience design at Gas Can this year.
  • 25. For strategists and business owners who need to connect to their audiences and don’t have the resources to go hard, this talk will be a windfall.
  • 26. For regular humans that want to get better at caring: 
 ready yourself for a small tornado in the heart area.
  • 27. This is going to be great.