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Business change
Getting ahead of the curve in business
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Rescooped by David Hain from Just Story It Biz Storytelling
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Biz Storytelling: What Marketers Are Missing About Making Emotional Connections

Biz Storytelling: What Marketers Are Missing About Making Emotional Connections | Business change | Scoop.it
Douglas Van Praet discusses the neurological nature of empathy and how marketers often focus on competition at the expense of real connections.

Via Karen Dietz
David Hain's insight:

Using empathy adds to your business story. 

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Karen Dietz's curator insight, November 25, 2013 6:58 PM

Here's what I really like about this article: it clearly explains the different types of empathy and how marketers keep missing the mark.


It's great to try to understand the world from your customer's perspective. And hard to do. Unless you are able to build empathy with them. BTW -- sharing stories back and forth builds empathy. But you still need to shift from a place of being competitive (one versus another) to a place of building a 'we' experience.


This article  from Douglas Van Praet, author of Unconscious Branding: How Neruscience Can Empower (and Inspire) Marketing, takes us through to market your business more effectively, build empathy, and create life-long customers. Yeah!


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

Juliana Loh's curator insight, November 27, 2013 4:17 AM

Marketers are a strange breed... so attached to their 'numbers and analytics'. After returning from a series of marketing-focused conferences, I heard one say to the other: "they want more empathy? okay then, throw them more testimonials and let them talk about it online". *groan*  No no no...  maybe you should read this article. (Thanks Karen)

Julien Pepiot's curator insight, November 27, 2013 10:00 AM

"Provide value and not take value = a customer for life"

Rescooped by David Hain from Emotional Wisdom
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Crisis: Emotional Threat or Challenge

Crisis: Emotional Threat or Challenge | Business change | Scoop.it

Emotions lie at the heart of how you respond to crises. They are the starting point for all of the reactions that we have toward a crisis. They are also the first obstacle to establishing a positive response to a crisis. That is why it is essential to understand the role that emotions play in how we react, with the goal being to gain control of and use our emotions in constructive ways when confronted by crises.

 

Whether you view crises as a threat or a challenge sets into motion a diametrically opposed cascade of emotions, thoughts, and behavior that result in either a constructive or harmful response to crises.


Via Pamir Kiciman, Chrissy, Tom Wojick
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