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Empathy AT THE HEART OF Innovation
Karl-Magnus Möller
SIMPLE EXERCISEPair up with someone next to you and keep looking at each other.
Snap your fingers five times.
Draw the capital letter E on your forehead.
WHAT DID YOU GET?
¥100
?
A novel product, service, idea or technology that fulfills the needs of a user….
…and has successfully been provided to the target segment in a sustainable way.
INNOVATION…
Desirability
Feasibility Viability
Sweet spot for innovation!
People
Technology Business
Sweet spot for innovation!
People
Technology Business
Cognitive Empathy
The capacity to understand another’s perspective
or mental state
Affective/Emotional Empathy
The capacity to respond with an appropriate emotion to
another’s mental state
WHY EMPATHY?
Because you are not the user…
and the problems you are trying to solve are not your own.
If I had asked people what they wanted, they would have said faster horses. - Henry Ford
How the customer
explained it
How the requirementswere defined
How it was implemented
How it was described
to the market
What the user really needed
How the customer
explained it
How the requirementswere defined
How it was implemented
How it was described
to the market
What the user really needed
HOW TO EMPATHIZE
WATCH LISTEN
Methods
NON-DIRECTED INTERVIEWS
CONTEXTUAL INQUIRY
WHAT ABOUT THE STRANGE
EAR PICK?
<-ABCC11
MIMIKAKI
!!!
