The Empathy Edge

We like to tell ourselves that we make purely logical purchase decisions, but we’re human and we do not. Regardless of the type of business you are in, humans have emotional reactions to every single decision they make, whether they know it or not. Today, brand strategist, Kevin Perlmutter, and I discuss the brain’s limbic system, why marketers should care about it, and how to uncover your customers’ emotional motivation so you can create more compelling messaging and solutions. We also talk about good questions to ask (and which ones not to) and why you need to spend the time and money to diagnose and discover before you simply execute if you want to win, all without emotionally manipulating your clients.  Key Takeaways:The biggest question you need to answer is “why should people care about my brand?”Being emotionally connected is well beyond being highly satisfied. Highly satisfied is not a high enough bar, customers need to be emotionally connected.Uncover the reasons why customers are happy - even the ones that you might not be aware of exactly, that's where the gems are. "Limbic sparks happen when emotional motivation meets brand desire." —  Kevin Perlmutter About Kevin Perlmutter: Kevin Perlmutter is brand and customer relationship strategist - Chief Strategist & Founder of Limbic Brand Evolution. Limbic is a brand consultancy specializing in emotion, helping business and brand leaders create stronger connections with customers by turning emotional insights into a competitive advantage. Kevin helps brand leaders answer the question: "Why should people care about your brand?". He applies behavioral science insights and approaches to understand what makes people tick, enabling him to help businesses focus brand strategy, strengthen customer relationships, evolve business plans, offerings, messaging and customer experience. By focusing on emotion and motivation, Kevin’s work efficiently and effectively increases brand engagement and customer loyalty. Connect with Kevin:  Limbic Sparks® - When Emotional Motivation Meets Brand Desire: https://www.limbicbrandevolution.com/Twitter: https://twitter.com/kevinperlmutterLinkedIn: https://www.linkedin.com/in/kevinperlmutter/%20Facebook: https://www.facebook.com/kevin.perlmutter%20Instagram: https://www.instagram.com/kevinperlmutter  Don’t forget to download your free guide! Discover The 5 Business Benefits of Empathy: http://red-slice.com/business-benefits-empathy  Connect with Maria: Get the podcast and book: TheEmpathyEdge.comLearn more about Maria’s brand strategy work and books: Red-Slice.comHire Maria to speak at your next event: Red-Slice.com/Speaker-Maria-RossLinkedIn: Maria RossInstagram: @redslicemariaTwitter: @redsliceFacebook: Red Slice

How do we apply empathy to solve tough business challenges? Taking the time to gather empathic insights might seem like it’s slowing you down, but doing so can actually help you solve the right problems, exceed your goals, and accelerate growth. In my conversation today with Michael Ventura, you will hear fascinating stories about how he creatively gathered empathic brand insights for clients like GE and Levi’s. Michael cites actual business improvement and market share growth by encouraging his clients to think creatively and take a risk in being willing to diagnose the larger context in totally unique ways. We also touch on the 7 archetypes of empathy, and how understanding how you shift gears between them can help you connect better with customers and colleagues. Key Takeaways:You can’t understand what you don’t see.Taking an empathetic approach will help to solve business problems through creativity and compassion.The best brands act like magnets - they attract like minded individuals, and repel those to whom the brand doesn’t fit. "It's only in the application of empathy that the rubber meets the road - that we can start to build deeper relationships, and that we can start to truly see the world from different perspectives." —  Michael Ventura About Michael Ventura:Founder of Sub Rosa, Author of Applied EmpathyMichael Ventura is a leader, practitioner, and educator pursuing positive transformation.Michael’s work inspires us to feel, think, and act with greater curiosity, and a willingness to deepen our understanding of the nuanced perspectives that influence our lives. His study and practice of modern leadership draws from ancient wisdom to bring about new skills and adoptable behaviors that are thoughtful, provocative, and personal.Over the past two decades, Michael has worked closely with some of the world’s foremost leaders to incite growth and catalyze change. Concepts and tools from his first book, Applied Empathy (Simon & Schuster) have been embraced by influential, respected organizations from the ACLU, Google, Goldman Sachs, Microsoft, and Nike to The United Nations and the Obama Administration.A dynamic speaker and facilitator, Michael has shared his work as an advisor to a variety of public and private boards, as well as prestigious institutions such as Princeton University and the United States Military Academy at West Point. An ardent steward of self development practices, Michael is frequently engaged as an advisor to leaders seeking personal and professional growth. Connect with Michael:  Website: https://syndicate-subrosa.com/LinkedIn: https://www.linkedin.com/in/michael-ventura-614ab/ Don’t forget to download your free guide! Discover The 5 Business Benefits of Empathy: http://red-slice.com/business-benefits-empathy Connect with Maria: Get the podcast and book: TheEmpathyEdge.comLearn more about Maria’s brand strategy work and books: Red-Slice.comHire Maria to speak at your next event: Red-Slice.com/Speaker-Maria-RossLinkedIn: Maria RossInstagram: @redslicemariaTwitter: @redsliceFacebook: Red Slice

What can a psychologist who works with high-performers like Silicon Valley executives and professional athletes share with you about empathetic leadership? You’re about to find out from my guest, Dr. Adam Dorsa.! Today, we talk about the biggest reason ambitious leaders back away from empathy and if there are certain people who can never be empathetic. He’ll share breakthroughs his high-performing clients have had around embracing curiosity and empathy rather than falling back on “Suck it up!” as a leadership strategy. Dr. Adam also shares many psychological tenets that further point to empathy as a success strategy, and why you need to shore up your empathy now more than ever. And also….Happy one-year birthday to The Empathy Edge podcast! I hope you’ll browse past episodes to soak up all the great insights from my many guests. Thank you for your support of this work and message. Key Takeaways:There is a difference between intent and impact. You can have fantastic intentions, but you need to check in to the impact as well. Empathic skills are learnable. They also have the greatest impact in the long term. Curiosity brings out happiness to both the person and to those around them.  "That is the memo that everyone needs to receive: You can be good and win. One of the things that we regret on our deathbeds is love not given. Let's not have those regrets." —  Dr. Adam Dorsay About Dr. Adam Dorsay:Dr. Adam Dorsay, Licensed Psychologist, Certified Executive CoachDr. Adam Dorsay is a licensed psychologist and a certified executive coach working in private practice in San Jose, CA. He specializes in assisting high-achieving adults (including professionals, executives, entrepreneurs, and professional athletes) with relationship issues, stress reduction, anxiety, and attaining more happiness in their lives. In 2016 he gave a well-watched TEDx talk about men and emotions. He is also a resiliency expert who has created programs for companies including Facebook and DigitalOcean. He is the host of a psychology podcast called SuperPsyched. He is happily married with two young boys and a hypoallergenic 33-pound Australian Labradoodle therapy dog, who lives at his home and works at his office. Connect with Adam:  Wesbie: https://dradamdorsay.com/Instagram: https://www.instagram.com/dradamdorsay/Twitter: https://twitter.com/super_psychedLinkedIn: https://www.linkedin.com/in/adam-dorsay-psy-d-a582a2/Facebook: https://www.facebook.com/dradamdorsayThe SuperPsyched Podcast: https://podcasts.apple.com/us/podcast/superpsyched-with-dr-adam-dorsay/id1512883587 Don’t forget to download your free guide! Discover The 5 Business Benefits of Empathy: http://red-slice.com/business-benefits-empathy Connect with Maria: Get the podcast and book: TheEmpathyEdge.comLearn more about Maria’s brand strategy work and books: Red-Slice.comHire Maria to speak at your next event: Red-Slice.com/Speaker-Maria-RossLinkedIn: Maria RossInstagram: @redslicemariaTwitter: @redsliceFacebook: Red Slice

Empathy for others starts with empathy for yourself. Today’s guest, Jamie Greenwood, is going to break down exactly why this is true and how self-compassion makes you a strong leader. She reveals the truth about what self-care really means (and it is not what you think), why ambitious leaders resist self-compassion, and how that can have negative consequences for themselves and their teams. We also discuss the intersection of empathy, self-care and self-compassion, and how it affects you as an organizational leader and in your own personal relationships. Listen in as we break down exactly what self-care and self-compassion means to your success as a strong leader. Key Takeaways:To make space for compassion for yourself, you have to be a bit of a rebel and push back against what society and culture tells you is acceptable.Self-compassion is being tender with yourself in troubling moments.Without self-care, we live small, contained lives. If you are bored and/or resentful, it is usually because you have no self-care in your life.Understanding our internal landscape will get us out of almost any sticky situation. "If you first start with being kind to yourself, it is a natural outflow to other people." —  Jamie Greenwood About Jamie Greenwood:Jamie Greenwood, Life and Leadership CoachJamie Greenwood is a life and leadership coach, speaker and writer who gives driven women permission and a plan to put themselves first so they can quit the chaos and live life on their own terms. Connect with Jamie:  Website: www.jamiegreenwood.coLinkedIn: https://www.linkedin.com/in/jagreenwoodFacebook: https://www.facebook.com/JamieLivingInstagram: https://www.instagram.com/jamiegreenwoodcoaching/Check out Jamie’s Free Care Calls: https://jamiegreenwood.co/care-calls-signupLearn about Jamie’s Journaling Course: https://jamiegreenwood.co/journal-ecourse Don’t forget to download your free guide! Discover The 5 Business Benefits of Empathy: http://red-slice.com/business-benefits-empathy Connect with Maria: Get the podcast and book: TheEmpathyEdge.comLearn more about Maria’s brand strategy work and books: Red-Slice.comHire Maria to speak at your next event: Red-Slice.com/Speaker-Maria-RossLinkedIn: Maria RossInstagram: @redslicemariaTwitter: @redsliceFacebook: Red Slice

The billion dollar marketing question: How do you make people fall in love with your brand? First step is that it requires you to understand your customer not as a “target” but as a real human being, with values, aspirations, and a life story. While data-driven insights are important, we need to move beyond traditional focus groups. My guest today, Sandy Thompson, shares her successful career in building connections between brands and customers by taking an innovative approach to research. Take a listen as Sandy shares some delicious stories about how her unique eXploring™ insights have led to brand and positioning breakthroughs for her clients, and she offers advice on what works and what doesn’t when it comes to “customer insights.” I guarantee any marketer or CEO listening will not look at their brand strategy the same way again! Key Takeaways:You cannot connect with a person and bring a brand into their life if you don't have empathy for them, what they're about, and who they are. Stop talking, stop asking questions, and start listening to the tone of voice, physical reaction, and what your client is saying beyond their words.Be honest with your clients. Trying to keep everything in the shadows will now allow empathy and trust to be cultivated and get honest answers.  "Everybody talks about insights, but at the end of the day, there’s only one or two truths that really resonate with people. It's about finding those things that make people really sit up and take notice." —  Sandy Thompson About Sandy Thompson:Sandy Thompson, Founder, eXploring™Sandy began eXploring™ in 1997 when she was living in Asia. Being a young strategist in an unfamiliar part of the world and not speaking the local language, she needed to find a way to connect with her client’s consumers. She was knowledgeable enough, but was lacking the empathy and understanding it would take to help her clients grow their business.eXploring™will take you from a state of knowledge to a place of understanding. It is a collaborative methodology that enables Marketers to hear the truth and fully commit to a conversation with their consumers. By removing the one way viewing mirror Brands and Consumers come face to face to discuss how they can drive growth. By eliminating the traditional discussion guide, Consumers can naturally lead the conversation to a place that is meaningful and motivating to them.eXploring™enables senior Marketers to engage with their consumers in a comfortable and social environment, facilitated by an open and collaborative business-building executive. We guide the conversation but we don’t control it, giving consumers the opportunity to speak the truth using language that makes sense to them. Connect with Sandy:  Website: https://www.exploringbiz.com Don’t forget to download your free guide! Discover The 5 Business Benefits of Empathy: http://red-slice.com/business-benefits-empathy Connect with Maria: Get the podcast and book: TheEmpathyEdge.comLearn more about Maria’s brand strategy work and books: Red-Slice.comHire Maria to speak at your next event: Red-Slice.com/Speaker-Maria-RossLinkedIn: Maria RossInstagram: @redslicemariaTwitter: @redsliceFacebook: Red Slice

What does it really mean to be customer centric? It’s more than just polite customer service or occasionally asking customers what they think of you. It’s an ongoing mindset that is backed up by processes, structures, and tools to continue staying in lockstep with your customers - and engaging their input and needs to drive business decisions. My guest today, Dennis Geelen, shares his formula for customer centric success. We also discuss why some businesses have thrived during the pandemic while others have failed, why data and customer centricity are not the same thing, and tips to help your organization become more customer-centric.  Key Takeaways:The questions you ask of your customers should be in the context of what they are trying to do, not just their thoughts on your products or services.When collecting data, you need to understand if you are doing it to add value for the customer or just to grow, sell, and maximize your quarterly profits.Find a way to go through your customer’s journey with your company and see what you learn from that process. "It's so important to have customer centric innovation as your foundation because you don't know when the next disruptor is coming along." —  Dennis Geelen  About Dennis Geelen: Dennis Geelen is the author of the best selling book The Zero In Formula and the Founder of Zero In, a customer experience and innovation consulting company. Dennis has spent the past 20 plus years helping several companies in various industries change, grow, and prosper. He brings a strong background in strategic planning, innovation, and customer experience, combined with his passion for helping companies and giving back to communities. Dennis lives in Lindsay, Ontario with his wife Cindy and their dog Duke and two cats (Peanut and Chica).  Connect with Dennis:Website: www.zero-in.ca (Find the customer centricity assessment tool here, mentioned in the episode)Twitter: https://twitter.com/dennis_geelenLinkedIn: https://www.linkedin.com/in/dennis-geelen-5a95703/Facebook: https://www.facebook.com/dennis.geelen.9Instagram: https://www.instagram.com/dennis.geelen/Book, The Zero In Formula - https://www.zero-in.ca/the-zero-in-formula Mentioned this episode:Competing Against Luck by Clayton Christensen - https://www.amazon.com/Competing-Against-Luck-Innovation-Customer/dp/0062435612The Trusted Advisor by David A. Maister, Charles H. Green, and Robert M. Galford - https://www.amazon.com/Trusted-Advisor-David-H-Maister/dp/0743212347  Don’t forget to download your free guide! Discover The 5 Business Benefits of Empathy: http://red-slice.com/business-benefits-empathy  Connect with Maria: Get the podcast and book: TheEmpathyEdge.comLearn more about Maria’s brand strategy work and books: Red-Slice.comHire Maria to speak at your next event: Red-Slice.com/Speaker-Maria-RossLinkedIn: Maria RossInstagram: @redslicemariaTwitter: @redsliceFacebook: Red Slice

The metaverse, virtual reality, immersive experiences - this is the future of how we connect. While some of you have embraced virtual connection this year, others have lamented the loss of empathetic connection. Today, I talk with Evo Heyning about creating immersive experiences and participatory spaces that leverage technology to foster more connection and collaboration than we’ve ever been able to imagine. Evo has been creating immersive experiences that bridge real and virtual worlds for more than 20 years, and today she shares her experience as we talk about metaverses and virtual worlds as ways to better connect, how we’ve seen virtual conferences and events evolve this year to create more empathy, intimacy, and community, and where the future of virtual connection is taking us. It’s an exciting future and one in which we can all participate.  Key Takeaways:The mute button in virtual meetings has changed the nature of dialogue in groups.When we're thinking about the human centered perspective, it is often more collaborative than we give it room to be.The digital hurdles are also artifacts and we often get to think about how we record and share those artifacts. "At the end of the day, the mishmash of technologies is less important than how we use them to connect." —  Evo Heyning About Evo Heyning:Evo Heyning, Producer, Creator, Founder of Playable AgencyEvo Heyning has been creating immersive experiences that bridge real and virtual worlds for more than 20 years. As an interactive showrunner and production strategist, she has worked on media projects ranging from launching the Affordable Care Act to producing more than 500 hours of live streaming events during the pandemic. Her work focuses on metaverse media and the creative potential of volumetric and virtual production. Evo passionately shapes the future of the open spatial web to connect people through collaborative technologies. Through her company Playable Agency, Evo provides early stage production strategy and creative worldbuilding that expand reality.Metaverse media maker since 2005, pioneering work in immersive and interactive campaigns and experiences across virtual worlds, live streaming, social media networks and traditional public experiences. Producer for festivals, conferences, games, campaigns, theatrical and immersive media works for 20 years including work on the Affordable Care Act across live and social media channels and celebrity-driven performances reaching millions for features, awards and ceremonies. Connect with Evo:  Website: http://virtualevent.webflow.ioTwitter: http://twitter.com/amorationInstagram: https://www.instagram.com/amoration/Instagram: https://www.instagram.com/playableagency/Meta Movie Storytelling Project: http://meta.movie Don’t forget to download your free guide! Discover The 5 Business Benefits of Empathy: http://red-slice.com/business-benefits-empathy Connect with Maria: Get the podcast and book: TheEmpathyEdge.comLearn more about Maria’s brand strategy work and books: Red-Slice.comHire Maria to speak at your next event: Red-Slice.com/Speaker-Maria-RossLinkedIn: Maria RossInstagram: @redslicemariaTwitter: @redsliceFacebook: Red Slice

When you think of empathetic organizations, you think of nonprofits and community organizations. Today, I talk with Heather Hiscox who discusses the need for those in the social impact space to embrace empathy so they can innovate, iterate, and better serve the communities they seek to benefit. We talk about how social impact organizations can apply design thinking and we tackle the mindset shift social impact leaders need to make from “creating for” to “creating with” their stakeholders. Finally we discuss how leaders of any sector can prepare for the journey of empathy and embrace vulnerability in order to understand another’s experience and find real results and lasting impact. Key Takeaways:You don’t get a free pass by being in the social sector - most of the sector is white, so we need to check our privilege and our perspectives.The first step in diversity and inclusion work is exposure and really understanding what you don't know and need to go learn.It is vital for organizations to analyze, interrogate, and really understand the perspective they hold of the folks that they serve. “As a sector, we need to know that we don’t get a free pass. We have to check our privilege and check our perspectives.” -- Heather Hiscox About Heather Hiscox:Founder and CEO, Pause for ChangeHeather is a social entrepreneur passionate about creating communities focused on assets, abilities, and abundance. Heather is Founder and CEO of Pause for Change, a company that helps nonprofit, local government, and philanthropic organizations address challenges in less time, using fewer resources, while creating deeper impact. Heather is also the Co-Creator of an online talk show, Possibility Project, that tackles issues of disruptive change in the social sector. Heather speaks at national conferences about social impact disruption and innovation, and has launched several ventures that benefit the social impact sector, connecting organizations to the training, skills, and resources needed to deepen their impact. Connect with Heather:  Pause for Change: http://www.pauseforchange.comThe Possibility Project: https://www.possibilityproject.org/Twitter: https://twitter.com/HeatherHiscox1LinkedIn: https://www.linkedin.com/in/heather-hiscox-1a61623a/ Don’t forget to download your free guide! Discover The 5 Business Benefits of Empathy: http://red-slice.com/business-benefits-empathy Connect with Maria: Get the podcast and book: TheEmpathyEdge.comLearn more about Maria’s brand strategy work and books: Red-Slice.comHire Maria to speak at your next event: Red-Slice.com/Speaker-Maria-RossLinkedIn: Maria RossInstagram: @redslicemariaTwitter: @redsliceFacebook: Red Slice

What is strategic empathy? It’s ensuring you embed empathy into your business model - operationalize it, reward it, model it, and hold others accountable. Just as with any other brand value, when you’re all talk and no action, you can never truly reap the benefits that empathy can bring to your team and organization. In this episode, Daniel Murray and I discuss just this topic. As one of the world’s leading experts in strategic empathy, Daniel reveals how you can embed empathy into your business model and we offer a not so gentle reminder about how brains work and how our mental models differ, and how forgetting this can lead to all kinds of strife that can stop you from reaching your goals.  Key Takeaways:It’s not about the action that was chosen, it is about understanding what is going on behind the choice being made.Dive deeper into the words you are saying in your culture, your brand, and your business model. Understand what you mean when you say” integrity” or “customer service.” Empathetic rituals are not formed in a vacuum. As you evolve and systematize them, make sure you do not lose the heart behind the ritual. "When I think about empathy, I try to strip it back to a really simple definition, which is understanding why people do what they do, why is someone making a decision." —  Daniel Murray About Daniel Murray: Founder, Empathic ConsultingDaniel Murray (BSc, MBA Exec) helps frustrated people leaders unlock the true performance of their people by developing curious and empathic skills to harness the 'tough skills' of leadership. His degree in mathematics and background in corporate strategy provides Daniel with a unique perspective blending strategic thinking with empathy and emotional intelligence in practical and pragmatic ways. Connect with Daniel:  Website: https://empathicconsulting.com/Linkedin: https://www.linkedin.com/in/daniel-empathicconsulting/For virtual keynotes and presentations: https://empathicconsulting.com/motivational-sessions Don’t forget to download your free guide! Discover The 5 Business Benefits of Empathy: http://red-slice.com/business-benefits-empathy Connect with Maria: Get the podcast and book: TheEmpathyEdge.comLearn more about Maria’s brand strategy work and books: Red-Slice.comHire Maria to speak at your next event: Red-Slice.com/Speaker-Maria-RossLinkedIn: Maria RossInstagram: @redslicemariaTwitter: @redsliceFacebook: Red Slice

Being a purpose driven organization is not just a nice-to-have, it actually leads to more revenue, higher performing teams, and better engagement and retention. When salespeople are able to reframe their thinking from how to simply “close more deals” to how they can improve a customer’s life, they find more success and more satisfaction and happiness in their work. In my conversation today with sales expert and author Lisa McLeod, we talk about why teams with a purpose beyond just “the money” actually make more money, how empathy makes you an assertive (not aggressive) salesperson, and articulating your purpose. Listen in for an exciting episode and you’ll discover the one game-changing question that will make you more engaging to your customers. Key Takeaways:A noble purpose is the intersection of three questions: How do you make a difference to your customers? How do you do it differently than your competition? On your best day, what do you love about your job?Salespeople focused on themselves are aggressive. Salespeople focused on the client are assertive.Every day, ask, “How will the customer be different as a result of doing business with us?” "Your purpose should define the impact that you want to have on customers." —  Lisa McLeod About Lisa McLeod: Lisa McLeod is the global expert on purpose-driven business. She is the author of five books, including her bestseller: Selling with Noble Purpose: How to Drive Revenue and Do Work That Makes You Proud. Lisa helps leaders around the world increase competitive differentiation and emotional engagement. She works with teams at organizations like Salesforce, Cisco, Roche, Volvo, and Dave & Busters. Connect with Lisa McLeod:  Website: https://www.mcleodandmore.com/ Don’t forget to download your free guide! Discover The 5 Business Benefits of Empathy: http://red-slice.com/business-benefits-empathy Connect with Maria: Get the podcast and book: TheEmpathyEdge.comLearn more about Maria’s brand strategy work and books: Red-Slice.comHire Maria to speak at your next event: Red-Slice.com/Speaker-Maria-RossLinkedIn: Maria RossInstagram: @redslicemariaTwitter: @redsliceFacebook: Red Slice