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Empathy, Change, and CATs
   What I Learned at CS Forum
           Paula Land
Sessions
Empathy: Content Strategy's Hidden
Deliverable
Corey Vilhauer, Blend Interactive


Embracing Your Role as a Change Agent
Jonathan Kahn, Together London
Common Themes
• Soft skills—less focus on tactics, strategy,
  deliverables as the starting point
• Listening and reframing
• Being advocates
• Change requires changing organizations
• Overcoming fear, uncertainty
• Failure is okay
Empathy

Definition: “The act of understanding, being aware of, being
   sensitive to, and vicariously experiencing the feelings,
         thoughts, and experiences of another…”


     “The trend towards greater and greater customer
empowerment requires a deeper and deeper understanding
                    of customer needs.”
                         --Gerry McGovern
How to do it
• Replace Content Strategy with People Strategy
• Practice empathy not just with the people
  who are the consumers of the content, but
  with the client (or team, co-worker, boss,
  editor…)
How to do it
• Be curious
  – Ask questions
• Be clear and deliberate
  – Get to a shared understanding of terms
  – Consistency promotes trust
• Be conniving
  – Identify strengths and play to them
  – Use politics as leverage
• Be a teacher
  – Provide tools
“Your job isn’t to make the change happen –
only your client can do that. Your job is to
present the change, understand the issues that
will serve as barriers to that change, and walk a
bit in their shoes.”
                              --Corey Vilhauer
Change
• Change is hard
• Failure is certain, unavoidable, necessary
• Content strategy work involves systemic
  change
• You can’t solve problems without changing
  organizations
Traditional organizational models
• Top-down
• Hierarchical

“…the idea of limiting communications, so that
they flow only from one layer of the hierarchy to
the next, was part of the very design of the
system at the dawn of managerial culture.”
  Here Comes Everybody, 2008 CLAY SHIRKY
Mind shifts and power shifts
• Moving from product to service
• From consumer to customer

To bring about systemic change we combat:
• Denial about change
• Org-centric thinking
The arguments against change
•   My organization is too complex
•   It’s different in a large company
•   It’s different in a small company
•   It’s different in non-profits
•   It’s different in higher ed
•   We can’t do this agency-side
•   This is impossible in government
Areas of focus
•   Service design
•   Cross-channel UX and CS
•   Web and digital governance
•   Learning lessons from the lean startup and
    agile movements
How to be an agent of change
1. Let yourself be vulnerable (make mistakes)
2. Fight the culture of shame
3. Embrace failure
4. Get out of the building
“Denial about change, silo-centric thinking, and
     poor governance and strategy lead to
 disappointing user experience outcomes and
       substantial business risk. As web
  professionals, we can’t be effective until we
          become agents of change.”
                           --Jonathan Kahn
Sources
http://www.slideshare.net/blendinteractive/em
pathy-content-strategys-hidden-deliverable-cs-
forum-2012
http://eatingelephant.com/2012/10/empathy/

http://www.slideshare.net/jdkahn/embracing-
your-role-as-a-change-agentcontent-strategy-
forum-2012#btnNext
Strategic Content
www.strategiccontent.com

   Content Insight
www.content-insight.com
  @content_insight

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Paula Land: Empathy, Change, and CATs - CS Seattle

  • 1. Empathy, Change, and CATs What I Learned at CS Forum Paula Land
  • 2. Sessions Empathy: Content Strategy's Hidden Deliverable Corey Vilhauer, Blend Interactive Embracing Your Role as a Change Agent Jonathan Kahn, Together London
  • 3. Common Themes • Soft skills—less focus on tactics, strategy, deliverables as the starting point • Listening and reframing • Being advocates • Change requires changing organizations • Overcoming fear, uncertainty • Failure is okay
  • 4. Empathy Definition: “The act of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experiences of another…” “The trend towards greater and greater customer empowerment requires a deeper and deeper understanding of customer needs.” --Gerry McGovern
  • 5. How to do it • Replace Content Strategy with People Strategy • Practice empathy not just with the people who are the consumers of the content, but with the client (or team, co-worker, boss, editor…)
  • 6. How to do it • Be curious – Ask questions • Be clear and deliberate – Get to a shared understanding of terms – Consistency promotes trust • Be conniving – Identify strengths and play to them – Use politics as leverage • Be a teacher – Provide tools
  • 7. “Your job isn’t to make the change happen – only your client can do that. Your job is to present the change, understand the issues that will serve as barriers to that change, and walk a bit in their shoes.” --Corey Vilhauer
  • 8. Change • Change is hard • Failure is certain, unavoidable, necessary • Content strategy work involves systemic change • You can’t solve problems without changing organizations
  • 9. Traditional organizational models • Top-down • Hierarchical “…the idea of limiting communications, so that they flow only from one layer of the hierarchy to the next, was part of the very design of the system at the dawn of managerial culture.” Here Comes Everybody, 2008 CLAY SHIRKY
  • 10. Mind shifts and power shifts • Moving from product to service • From consumer to customer To bring about systemic change we combat: • Denial about change • Org-centric thinking
  • 11. The arguments against change • My organization is too complex • It’s different in a large company • It’s different in a small company • It’s different in non-profits • It’s different in higher ed • We can’t do this agency-side • This is impossible in government
  • 12. Areas of focus • Service design • Cross-channel UX and CS • Web and digital governance • Learning lessons from the lean startup and agile movements
  • 13. How to be an agent of change 1. Let yourself be vulnerable (make mistakes) 2. Fight the culture of shame 3. Embrace failure 4. Get out of the building
  • 14. “Denial about change, silo-centric thinking, and poor governance and strategy lead to disappointing user experience outcomes and substantial business risk. As web professionals, we can’t be effective until we become agents of change.” --Jonathan Kahn
  • 16. Strategic Content www.strategiccontent.com Content Insight www.content-insight.com @content_insight