Creatives Meet Business: Ep. 28 - "What is Empathy and How Do I Leverage It for My Brand" with Trenzio Turner

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Ep. 28 - "What is Empathy and How Do I Leverage It for My Brand" with Trenzio Turner 0

Dec 11, 2017

Hi there folks!

Creatives Meet Business is an event and podcast series based out of Austin, Texas for creatives of ALL disciplines to get from zero to one in thinking of themselves as business owners (in the creative sector).

This episode features Trenzio Turner, Parter at Sanders\Wingo, who joined us in June during our roundtable event on Branding. As you'll soon find out, he has so much to share about empathy - how it differs from sympathy, how you can develop it, and how you can leverage it for your brand; and does it in just under 15 minutes! Because there's so much magic in this episode - let's hop in and hear what Trenzio has to say!

0:00 to 2:14 - Ashland Opening Remarks and Intro of Trenzio Turner
2:14 to 2:37 - Introduction of Self and Topic (What is Empathy, How Do I Use It and How Can I Leverage it For My Brand?)
- Empathy is a strength, not a weakness
2:38 to 4:19 - Difference Between Sympathy and Empathy
- Empathy - putting yourself in someone else's shoes, understanding or relating to their beliefs, concerns, experiences or their emotions.
- Sympathy - having concern or showing welfare or sorrow for someone's misfortune or loss
- Empathy is ascending over time, sympathy is fleeting
  - Example with passing of friend's loved one
4:20 to 6:53 - How Do You Use It
- Active listening - seeking to understand (about meaning, about purpose)
- 7 Key Components
  1. Be attentive
  2. Ask open-ended questions
  3. Ask probing questions
  4. Requesting clarification
  5. Paraphrasing
  6. Reflect on feelings (be mindful of nonverbal cues)
  7. Summarize (create next steps)
- Paul Lyons (writes about empathy in the workplace)- "people want to be heard and have their view acknowledged." It's not necessarily about agreeing, but about acknowledgment.
6:54 to 11:31 - How Can I Leverage Empathy For My Brand
1. Create a culture where empathy is nurtured and expected
  - Make questioning to understand a part of your DNA, part of the ethos of your brand
  - Prioritize progress over wins and losses
    - Example with $2 bills at agency to recognize progress over wins / losses
2. Hire people with empathy, have soft skills
  - It's sticky, people want to stay
  - Millennials perform better in an environment with empathy-based managers
  - If managers don't have that, create a training program that includes empathy
  - Unconscious bias training
3. Create solutions (products, services, offerings) through an empathetic lens
  - Silicon valley has mastered this
  - New disciplines developed - design thinking, chief sustainability officers, UX, UI - all based on empathy
11:32 to 11:47 - Theodore Roosevelt quote
- "Nobody cares about how much you know until they know how much you care."
11:51 to 12:52 - Ashland Closing Remarks
- Stay in touch, email us (ashland@cmbatx.com) or connect with us on social (@createmeetbiz on Instagram and Twitter // Creatives Meet Business on Facebook)

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