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EMPATHY:
Content Strategy’s
Hidden Deliverable

    #empathy
HI.




 I’M COREY VILHAUER
           @mrvilhauer
BLEND
  INTERACTIVE
     @blendtweets




  SIOUX FALLS,
SOUTH DAKOTA
SIOUX FALLS,
SOUTH DAKOTA
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
KNOWING INFO ≠
COMMUNICATING INFO
AHA!
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
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
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
“Content strategy is really
  about choreographing
multiple talents, roles and
     personalities...”
                - Ahava Leibtag
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
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
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
“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
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
HOW DO WE DO IT?
1.
BE CURIOUS
ASK QUESTIONS
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
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?
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
“There’s a chance that
  things’ll get weird.
             - Archers of Loaf
2.
BE CLEAR
"Empathy: Content Strategy's Hidden Deliverable" - CS Forum 2012
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

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