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Marketing with Strategic Empathy: Inspiring Strategy with Deeper Consumer Insight, by Claire Brooks
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The current focus in many Fortune 500 companies is on consumer insights, where strategists develop deep consumer insight – or empathy—as a basis for flexible strategy formation. Strategic Empathy, therefore, is not a soft skill, but can be a powerful force for success.
At the core of the Strategic Empathy process is immersive and experiential learning, also known as Strategic Learning, leading to a deep understanding about the functional, emotional, and cultural drivers behind consumers' thoughts, feelings, and actions. Marketing With Strategic Empathy explains how to:
-design and implement Strategic Learning Journeys
-implement specific learning methods, including techniques to uncover unconscious emotions, ethnographic observation, online research, semiotic analysis, and trends analysis
-empower managers with team-based skills for activating learning
-develop video and multimedia story telling skills for communicating Strategic Learning and other strategies to stakeholders
The book also provides proven skills, processes, leadership methods, how-to guidance, and global case studies to help companies implement Strategic Empathy within their organization.
- Sales Rank: #1509293 in Books
- Published on: 2016-08-28
- Original language: English
- Dimensions: 9.21" h x .54" w x 6.14" l, .0 pounds
- Binding: Paperback
- 256 pages
Most helpful customer reviews
0 of 0 people found the following review helpful.
How and why Strategic Empathy® can enrich all human relationships
By Robert Morris
At least since the bazaars in the ancient world, the basic purpose of marketing has remained the same: to create or increase demand for the given offering. As I began to read this book, I was again reminded of Dan Goleman’s research on emotional intelligence as well the relatively recent transfer of power during purchase decisions to the consumer. Also, we now have a much greater understanding and appreciation the impact of emotions during the purchase-decision process. Moreover, the business world today is more volatile, more uncertain, more complex, and more ambiguous than at any prior time that I remember.
This is what Claire Brooks has in mind when observing, “The challenge facing organizations now is how to equip managers, employees and other stakeholders with a new mindset and skills for a new paradigm. “The idea of Strategic Empathy® was developed in my consulting practice. At its core is the idea is that the idea of empathy with consumers, customers or service users can be learned as a form of ‘muscle memory’ which facilitates flexible strategy formation and activation.”
In this book, Brooks explains how managers in almost any organization (whatever its size and nature may be) can use Strategic Empathy® processes and tools “to learn, activate and communicate deep insights and strategies for success, not only with consumers and customers but with all the organization’s stakeholders.”
Basically, the material in her book will help her readers master and manage what could be characterized as “people power,” beginning with their own.
These are among the several dozen passages of greatest interest and value to me, also listed to suggest the scope of Brooks’s coverage:
o Shaping and reshaping marketing strategy (Pages 4-7 and 53-66)
o Strategic Empathy (14-18)
o Framework One: emotions (22-28)
o Framework Two: needs, goals, and values (28-29)
o Framework Three: culture (29-34)
o Framework Four: decision-making (35-40)
o Differentiated brand positioning (56-61)
o Strategic Empathy Process for marketing strategy formation (71-90)
o Phase One: Immerse in then consumer’s world (79-83, 91-123, and 124-155)
o Deep Visualization (133-137)
o Metaphor elicitation (139-145)
o Activate insights into strategy (157-177)
o Step 2: build fresh consumer or customer insights (163-165)
o Inspire: communicate strategic learning (179-210)
o Strategic story-telling, not presenting (183-192)
o Video production guidelines (194-207)
o Strategic Empathy Process: Non-profit organizations (211-230)
o Show the Strategic Empathy Process works in a non-profit (215-225)
As Dan Goleman explains, "In 1990, in my role as a science reporter at The New York Times, I chanced upon an article in a small academic journal by two psychologists, John Mayer, now at the University of New Hampshire, and Yale’s Peter Salovey. Mayer and Salvoes offered the first formulation of a concept they called “emotional intelligence.” He has since developed the concept in much greater depth, suggesting (in an article in 1999) that there are five components of emotional intelligence and one of them is empathy, “the ability to understand the emotional makeup of other people. A skill in treating people according to their emotional reactions. Hallmarks include expertise in building and retaining talent, cross-cultural sensitivity, and service to clients and customers.” You may also wish to check out mirror neurons that “mirror” the behavior (especially body language) of others.
I mention this because empathy can be a critically important factor in all human interactions. For example, according to Nicholas Webb in What Customers Crave, “Most companies haven’t transitioned from their customer service-industrial service complex past to today’s connected world. They’re still stuck in the old ways, the old mindsets, of customer service. They’re still [begin italics] internally [end italics] focused on profit, rather than [begin italics] externally [end italics] focused on the only thing that matters – the customers and [begin italics] what they love [end italics] and [begin italics] what they hate [end italics]. You must lean into the new customer experience to succeed.”
Presumably Brooks would respond, “It is one thing to understand what consumers love and hate. It is quite another to reassure them that you have that understanding and will always do all you can to serve their best interests. Empathy gives credibility to such reassurances.” In this context, I am again reminded of Maya Angelou’s observation, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
I commend Claire Brooks on the abundance of valuable information, insights, and counsel that she provides in this book. It is important to note that, however different they may be in most respects, all of the companies annually ranked most highly admired and best to work for are also annually ranked most profitable with the greatest cap value in their industry segment have culture within which empathy is a core value, not only in relationships with customers but also in relationships between and among those who comprise the workforce. That doesn’t happen by accident.
1 of 1 people found the following review helpful.
Great book for understanding marketing on a deeper level...
By Charles Franklin
From my review on Small Biz Trends:
"The best part of Marketing With Strategic Empathy is the recognition that there is a deeper insight into the marketing process. The influences that drive a person to make a purchase do not easily fit into a marketing funnel or data chart and should be recognized. That is a hard thing for many marketers to understand, especially in this age where the pressure is to go even more technical.
Marketing with Strategic Empathy does a great job of presenting a more integrated approach. It has a similar philosophy to Small Data: The Tiny Clues That Uncover Huge Trends, but it provides a better methodology for uncovering the “small data”. The problem, though, is that the book’s focus on immersive research may present a small business with challenges without more instruction on how small businesses can tailor this phase for their budget and resources."
0 of 0 people found the following review helpful.
Excellent
By Autamme_dot_com
Know your customer is a very old maxim but in today’s business world you really should try and know as much about your customers, whether prospective or actual, as possible. You might not know so much about them on an individual level as you may desire, but you should try and get as much insight as you can, allowing your marketing efforts to appear more focussed, personal and empathetic.
This book sets out to make every reader a master strategist, no matter their role within a company, delivered through a practical approach to help gain a deeper understanding about the functional, emotional and cultural drivers of customers and help get the company to meet or satisfy their needs. Clearly the approach can vary between companies and their target groups. Selling condoms is going to be different to selling luxury motor cars or financial services. What works in Finland may be different to Fiji.
The author believes that traditional models of strategy planning and market research are less valid today because of the rapid pace the modern business world operates in. New strategies and approaches are necessary.
This is a deep, challenging read that can yield a lot of benefit if you are prepared to put in the spade work. The author brings to the fore over 50 case studies from her consulting practice and provides an insight into Fortune 500 companies and their specific needs as well as the skills and techniques that they have used to develop top-rate, winning marketing strategies. You need to set aside time to really focus on this book and savour its messaging before you can seek to implement it in your own enterprise. Attempt to short-circuit matters at your peril.
The astute reader will find that they get a lot more out of the case studies than just marketing-related information! This was a great bonus for an information junkie and a lot of useful knowledge can be stored up for future exploitation. As befits a book of this kind, there are extensive notes and source references, although some sources may be less accessible such as those from the author’s own company and thus this may be slightly counterproductive or frustrating!
This book clearly isn’t for everybody, even though a lot of its observations may well be apposite, yet for those who have top-level marketing and sales responsibilities this could be a veritable goldmine and “must read”.
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