Currently viewing the tag: "Creativity and empathy"

Unbalanced the routine and combine things!

“Scientists can invent technologies, manufacturers can make products, engineers can make them function and marketers can sell them, but only designers can combine insight into all these things and turn a concept into something that’s desirable, viable, commercially successful and adds value to people’s lives.”-Design Council

When we think of something for people, some of us think in stimulating the senses of the people and this is creating products or services useful, usable and desirable that allows us later to tell true stories.

Starting with the collection of insights of the real needs of the people some interdisciplinary teams may give rise to a great idea and get to the construction of a concept that allows the design of an experience “unique” to propose to clients.

These are emotions, experiences that are established based on specific beliefs and perceptions that we have established at some moment in our life.

Emotions disturb the usual balance of our routine because it is a complex psycho-physiological experience of a person that involves “physiological arousal, expressive behaviors and conscious experience”.

When we do a research on the behavior of people with a view to the proposal for a significant experience for them, we should not forget that emotion is associated with mood, temperament, personality and motivation.

While the motivations are the energy and direction of behavior emotions provide the affective component.


By our own experience we know that some emotions occur in a short period of time and others can last for years and we know that there is a difference between the emotion and the results of the emotion, principally with regard to emotional expressions and behaviors.

It is also true that not everyone behaves the same way against a particular emotional state, for example, not everyone flees when feels threatened and not everyone cries when he is sad.

How can we create a comprehensive emotional impact in an ecosystem or extended group of people?

An emotion is a response from our understanding of the situation.

Emotions are triggered by personal beliefs. The fear is based on the belief that we are in danger and pleasure is experienced when we believe that we have some value, that is, each emotion is a specific response to a particular type of trial. 

“All emotions presuppose or have as their preconditions, certain sorts of cognitions – an awareness of danger in fear, recognition of an offense in anger, appreciation of someone or something as lovable in love. Even the most hardheaded neurological or behavioral theory must take account of the fact that no matter what the neurology or the behavior, if a person is demonstrably ignorant of a certain state of affairs or facts, he or she cannot have certain emotions.”- Solomon

This difference in behavior can be very important in the results that we obtain when we propose an experiment on people.

In a simplistic way we can consider that there are complex emotions, which may arise with cultural conditioning, and basic emotions. These basic emotions can eventually blend to form an enlarged image of human emotional experience. For example disgust and anger could mingle with contempt.

Today with the spread of technological channels may seem simple to influence people’s behavior towards the lead to acceptance of our proposed experiment and its consequent activation that will facilitate the expression of positive emotions.

However, many projects fail because people don’t understand what factors lead to behavior change, i.e. so that a particular behavior can happen, a person must have, at the same time, a proper motivation, be sufficiently capable and possess an effective trigger. Only by combining these three factors will be a desired behavior.

The context in which people are situated, the challenges which they are proposed, the means of communication available and the existing sense of community are factors which may facilitate or block our proposals of emotional experience.

Co-create experiences is a good way of having success in this adventure!

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From the individual to the Organization


“Develop empathy. Everyday, step into the shoes of someone less fortunate. It’ll unlock passion and purpose you never knew you had.” – Umair Haque

Sometimes we say, it is not necessary to ask where the problem is because it surrounds us everywhere and anytime. Not necessarily our problem but the other problem.

But how many of these times we are solving a problem and we asked ourselves:

–      Are we solving the right problem?

And if our concern is the resolution of problems, there is a fundamental condition as the starting point for this adventure:


Empathy is the desire to understand, compassion for the needs of the customer, the need for employees in an organization and the need of society.

For example, imagine that we are trying to restructure an organization. In this case it is essential to have empathy for those who will be working in the Organization and not just focus on what the organization is trying to do.

Who may be the less fortunate?

Understand users, consumers or employees of an organization and question the existing template often leads us to reformulate the problem and find new contexts richer and broader. They are the less fortunate, because often they cannot collaborate in the goods which are proposed to them.

To be empathic the organizations need new skills and a new mindset that embraces the empathy, integrative thinking, optimism, experimentation and collaboration. Empathy is a high performance fuel that brings us to the realization of projects with passion and purpose, shared with all who interact with the organization.

But where are passion and purpose? Will leaders step into the shoes of the collaborators and their families, customers and suppliers, partners and society?

Or do they just want the shoes of Nº 1 in their business?

“The ability of an organization to improve existing skills and learn new is the more defensible competitive advantage of all.”-Gary hamel

Empathy allows us to review the role of partners and update it according to the new emerging needs. For example, the client can start by being a long-term partner in a partnership that is not defined only by economic benefits or emotional, but by an amount that the customer perceives as meaningful to their lifestyle and their life.

This means that, when empathy is nuclear in an organization both the customer and the employees of the Organization are essential to its sustainability. The value proposition is not limited to the characteristics of a product or service, but covers all customer interactions, including those established with the employees of the organization.

The ability to explore the needs of the customer, build prototypes for the offer, reformulate strategies or use energy team has underlying empathy.

“A company’s productivity is a function of two things: how efficiently it uses its resources, and the value that its customers place on its products. While any half-decent accountant can tally up costs, it takes someone with a deep love of product, a real empathy for customers, and a keen sense of aesthetics to get a fix on value.” – Gary Hamel

We know that the journey that a product or service does to be delivered and consumed by the consumer or end user is full of points of contact. So to make this trip a passionate journey and a destination with purpose we must apply our capacity for empathy in every moment of interaction.

Be empathic is not only a question of will, is above all to believe that this is the most ethical way to co-create value with meaning.


What do you think about this?