Wired to Care: How Companies Prosper When They Create Widespread Empathy (英語) ハードカバー – 2009/1/9
DEV PATNAIK is a founder and principal of Jump Associates, a growth strategy firm. He is an advisor to some of the world’s most admired companies, including Hewlett-Packard, Target, Nike, and GE. Dev is an adjunct faculty member at Stanford University, where he teaches research methods to design and business school students. He lives in the San Francisco Bay Area.
PETER MORTENSEN is the communications lead at Jump Associates and a blog contributor for Wired.
- 発売日 : 2009/1/9
- ハードカバー : 272ページ
- ISBN-10 : 013714234X
- ISBN-13 : 978-0137142347
- 寸法 : 20.57 x 14.48 x 3.05 cm
- 出版社 : FT Press; 1番め版 (2009/1/9)
- 言語: : 英語
- Amazon 売れ筋ランキング: - 130,372位洋書 (の売れ筋ランキングを見る洋書)
In the not-too-distant past, empathy was a necessary ingredient of all businesses. All businesses were small businesses, and people made things for other people that they knew personally. However the world changed with the industrial revolution, and mass production created a rift between producers and consumers. The scale and complexity of modern industry require that organisations use "maps" which simplify their understanding of their customers, but it is important to remember that "The map is not the territory," and organisations need to find ways of staying close to customers if they wish to remain successful.
In my view the authors make a convincing argument for the importance of organisations empathising with customers, although they do not address the issue of empathy inside an organisation, such as empathy of managers for employees. Essentially the book is about empathy in marketing, not empathy in management. There are numerous engaging anecdotes which make the book interesting to read.
Zildjian (400 year old company) why it is successful ?
Why Micorsoft xBOX defeated playstation But Zune Failed ?
Mercedes expermiement in Jump Start .
Londons Farmers Market Success story .
Why world follows the Londons Tube Map example ?
How Harley Davidson is survived and going so strong in bad market/economy .But Ford and GM failed.
Why Bill Clinton win and Bush lost in election ?
Author did a experiment with Wheel Chair ( Very interesting - for me it was something eye opening )
The Bilogical Limbic system - how it works ?
Dale Carnegie references
Steelcase Corporation - how it figured out why they were successful ? yes the survey result was very interesting.
A recession is when the guy next door loses his job. A depression is when you lose yours. (it's an awesome quote from the book)
How Target and Netflix create customer empathy.
Why Smith & Hawken employees have gone out to dig in the garden ?
How Mahatma Gandhi could win the support in India ?
Why OXO designs are so great ?
There is great example of CISCO about ethics .
There is example of Patagonia apparel maker and NORTHWEST airlines about comminication to employees .
There is very good example of San Francisco's Joie de Vivre hotel group House keeping Staff.
There is a example how Disney came with Animal Kingdom idea .
So i would say overall this book is filled with lot of real world example and interesting facts. I liked it very much.
I’ve been teaching User Experience design for the past few months and realized that really what I’m teaching is empathetic observation/information-gathering and empathetic storytelling. The key word here is empathetic. This is an attribute I’ve taken for granted - I mean, we as humans are born with a mirror neuron system so duh, aren’t we already fully empathetic at birth?
Turns out there’s quite a few folks out there that have their empathy-meters turned way down or even turned completely off and they are in dire need of classes, training and examples of what empathy is and how to develop it. Whew - thank goodness I came to the rescue huh? :) Thank goodness Dev Patnaik wrote “Wired to Care” too!
The book is written as a series of business case studies examining why certain products or companies failed pre-empathy, learned how to develop and implement empathy in their daily work and then demonstrates the transformative power of empathy in these businesses.
Key Takeaway: Investing in empathy has a tangible effect on your bottom line and provides a rapid ROI. So invest in it
Overall the book is well researched, provides a plethora of resources to act on and memorable stories. I have recommended this book over and over to my students and colleagues and will continue to evangelize this as a “primer on empathy in the modern world”.
Hats off to you Dev Patnaik and thanks! (read this review on my blog: http://lalithac.com/post/95225357675/required-reading-for-ux-professionals-wired-to-care)
I'm on the hunt for the 10 best books for each of the 20 buckets (critical competencies) that help all of us with leadership and management issues. Dev Patnaik's book is a gem and immediately landed a spot on my Top-10 books for the Customer Bucket. (See my book, Mastering The Management Buckets: 20 Critical Competencies for Leading Your Business or Non-profit .) I'll tempt you with three stories on how "widespread empathy" (what's going on in other people's lives) will help you stay close to the customer.
STORY #1: Eisner's Tiger Encounter. When Joe Rohde, a Disney Imagineer, wanted to convince Michael Eisner to open a safari-like experience for guests, he needed a way to get past the mantra "Disney doesn't do zoos." After making the pitch to CEO Eisner (still unimpressed), Rohde opened the doors of the executive suite to let in a 400-pound Bengal tiger. After experiencing this immense beast (bigger than his desk) up close, Eisner responded simply, "I see your point." Disney's Animal Kingdom was born.
STORY #2: Eat More Jell-O. Author Dev Patnaik, founder and principal of Jump Associates, a growth strategy firm, was invited to meet with the senior leadership of Jell-O about their declining sales. "For several hours, we sat through presentation after presentation of depressing quantitative research that described the situation. At some point, I had to raise my hand. I looked around the room and asked if anyone there had eaten any Jell-O in the past six months. No one raised a hand. Interesting, I said. Maybe that was part of the problem."
STORY #3: Mercedes-Benz. Twenty senior executives from Mercedes-Benz flew from Germany to San Francisco to meet with Patnaik to learn how their cars could appeal to younger Americans. To help them develop empathy for this customer niche, Patnaik assigned each team of two executives to a 20-something person. After 30 minutes of interviews, each team of two was given $50 and a city map with an assignment: purchase a gift for the person they just met. Some teams blew it (San Francisco mementos for people who lived in San Francisco), but other teams were able to experience life in their customers' shoes and bought very meaningful gifts. Patnaik's point: "a great product has to function like a great gift."
THE BIG IDEA. "...as companies grow larger and more prosperous," says Patnaik, "they start to look less and less like their customers. Airline executives stop flying economy class. The little tomato sauce company starts to attract Harvard MBAs who eat out all the time and never cook their own spaghetti. The lives of the people that the company employs become less and less like the lives of ordinary folks. Continued for too long, this gap can grow into an overwhelming gulf between the people inside of a company and everyone else."
After 50 pages of non-stop defining business stories, I knew this book was a keeper. After 100 pages, I couldn't stop reading the stories to my wife--a sign of a great book. It reminded me of the Tom Peters and Robert Waterman 1982 classic, "In Search of Excellence." You could call this one, "In Search of Empathy."