Wired To Care: Applied Empathy to Values Based Business - Dev Patnaik, Jump Associates

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In the following Sustainable Brands 2009 presentation, Dev Patnaik and Jump Associates reveal how companies embracing empathy as a key ingredient in successful brand marketing and customer relationships.

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Wired To Care: Applied Empathy to Values Based Business - Dev Patnaik, Jump Associates

  1. 1. Wired to Care: How Companies Prosper When They Create Widespread Empathy Dev Patnaik, Jump Associates LLC.
  2. 2. Facing a new threat
  3. 3. Launched in Fall 2000 Number 1 selling console of all time Facing a new threat
  4. 4. Kicking Ass
  5. 5. Launched in Fall 2001 24 million units sold worldwide First successful U.S. console since 1983
  6. 6. Launched in Fall 2001 60 million iPods sold by 2006
  7. 7. Launched in Fall 2006 2 million Zunes sold in first 18 months >84 million iPods sold in 2006 - 2007
  8. 9. “ The biggest challenge with Zune was trying to figure out who we were building it for… With Xbox, we knew those guys. Hell, we were those guys.”
  9. 10. It’s About Growth.
  10. 12. Sustainable Growth
  11. 13. How do you create an enduring source of growth and innovation that a company can rely on time and again?
  12. 14. [ empathy ] [ creativity ] [ execution ]
  13. 15. [ empathy ] the ability to step outside of yourself and see the world as other people do.
  14. 16. Widespread Empathy
  15. 22. Companies with Widespread Empathy <ul><li>Blur the line between inside and outside. </li></ul><ul><li>Think like the people who are their customers. </li></ul><ul><li>Surround themselves with information about the outside world. </li></ul><ul><li>Are often not that great at research. </li></ul><ul><li>Not necessarily very touchy-feely. </li></ul>
  16. 23. IBM
  17. 24. Empath-O-Meter <ul><li>Commerce Bank </li></ul><ul><li>Harley-Davidson </li></ul><ul><li>IBM </li></ul><ul><li>Microsoft Xbox </li></ul><ul><li>Netflix </li></ul><ul><li>Nike </li></ul><ul><li>Patagonia </li></ul><ul><li>Virgin </li></ul>BP Clorox Hewlett-Packard Intel Procter & Gamble Sony Steelcase Target Citibank Delta Air Lines Kraft New Balance Samsung Schick Sears/Kmart Unilever  High Empathy  Striving  Low Empathy
  18. 26. Empathy gets reflected in the language we use. <ul><li>“Instrument Panel” </li></ul>
  19. 27. Empathy gets reflected in the language we use. <ul><li>“Filled Bar with Inclusions” </li></ul>
  20. 28. Empathy gets reflected in the language we use. <ul><li>“Billy Bob in Peoria” </li></ul>
  21. 29. Every one of us is but companies need to work at it.
  22. 30. “ It’s not personal. It’s just business.”
  23. 31. Widespread Empathy
  24. 32. the intuition to feel a vibe before you see it the gut sense to know you’re right the passion to take a leap on something new the courage to stick with something shaky the clarity to make better decisions faster [ empathy ]
  25. 33. The Real Payoff
  26. 34. www.wiredtocare.com

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