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Douglas Van Praet discusses the neurological nature of empathy and how marketers often focus on competition at the expense of real connections.
Using empathy adds to your business story.
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)
"Provide value and not take value = a customer for life"
Emotions play a far greater role in business outcomes than many executives grasp. In this interview, a Gallup expert talks about the impact of applied behavioral economics in the marketplace.
I am seeing more and more articles on why paying attention to human emotions in business is becoming more and more critical.
And of course, for biz stories to work, emotions must be conveyed in order to connect emotionally to your listeners.
In this article, Ed Boyle from Gallup shares why classical economic theory does not work well today, and why pay attention to human emotions does. As he says, "O'Boyle: As technology and other avenues for connecting with customers continue to evolve, we believe that a person serving another person is still the biggest area of untapped potential for all companies. It's a concept we call HumanSigma, which emphasizes the importance of the employee-customer encounter."
Ah ha! This just goes to prove my point that the highest leverage point in biz storytelling is face-to-face interactions where stories are shared orally -- and coming from a place of service. But of course, it goes way beyond the employee-customer encounter. It is also part of leadership and marketing.
And it is also not just about broadcasting a message -- it's about reciprical storytelling.
Enjoy this unique perspective on emotions and business economics.
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
Emotions do play an important part.
Have you ever gotten lost in the pages of a good book? If so, you may have been more empathetic afterward. According to new research published in PLOS ONE, reading fiction may affect the reader’s empathetic skills over a period of time.
Are you spellbinding?Let’s be honest.It’s a huuuuge challenge.Probably the biggest challenge each blogger faces.
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