When dealing with a technology project, the challenge is not just digitizing/automating services; we must always prioritize the need for empathy with stakeholders. Not everything we consider obvious is obvious to others, and understanding this barrier is crucial for us to achieve the desired outcome.
In 2023, a surveyLife Trends 2024, from Accenture, pointed out that one of the business trends is people's relationship with artificial intelligence (AI) – 77% of the people surveyed by the company said they understand the technology. Still in 2023, Euromonitor, with its Top Global Consumer Trends 2024 study, observed that more than 60% of consumers have been choosing services and products that have a positive impact on the environment (the so-called ESG practice).
When considering automating processes, it is of utmost importance to ensure that they are understandable and usable by real people, that is, make sense to those who will interact with the technology or service. In this context, empathy goes beyond simply judging whether someone is well or unwell; it involves recognizing the nuances of individual experiences.
I invite you to reflect: have you noticed that organizational conflicts always happen when we forget the basic principles of empathy? On the other hand, things seem extremely simple when we are empathetic and propose alternatives and problem-solving collaboratively, right?
The magic of multidisciplinary collaboration in the corporate environment lies in the union of efforts, even in the face of inevitable challenges. During my experience, I realized that responsibility is not only individual; it is collective. We all must contribute beyond the boundaries of our roles to achieve meaningful solutions.
From people to people: why the business mindset needs to be focused on stakeholders
In a scenario where empathy and automation are fundamental, the importance of other essential practices is also added, especially the design of projects focused on inclusion of people from the very beginning. And I don't mean just in the sense of promoting diversity, but also in enhancing innovation by integrating different perspectives.
On the other side of the coin, however, it is important to avoid some common mistakes when thinking about ideas to boost our company or business. I will explain them to you next
1. Ignoring user needsresults in solutions that do not meet the expectations or real needs of the end consumer;
2. Focusing only on technology, ignoring human aspects, limits the impact and adoption of the solution;
3. Just validate the idea with stakeholders instead of understanding itleads to solutions that are not accepted or adopted by the market or the internal team;
4. Not learning from past mistakesleads to recurring failures in new projects; and
5. Not adapting to changescauses projects to become obsolete quickly.
Will this work for the end user?
Being empathetic as a company means understanding and addressing the needs of customers, ensuring positive results. Basically, what I mean is: being empathetic means recognizing our shared humanity.
However, in order to practice empathy, one of the possibilities, according to MIT professor Otto Scharmer, is to silence three harmful voices for us and others: judgment, cynicism, and fear. If we are able to do this, we will be able to cultivate an open mind to better understand others, avoid arrogance, and act with courage and sincerity – all three of these values are essential to maintaining genuine connections with the people around us and practicing, beyond empathy, respect in our daily lives.
And if you wonder how to do that? There is no magic formula, but one possibility would be: through evolution, simplicity, and adaptation to differences. These three essential attitudes bring psychological safety and solidify mutual respect within the team, fundamental for project success.
Constantly evolving helps achieve superior results and surpass expectations; adopting simplicity is an effective form of innovation; and adapting to individual differences within the team values each member's uniqueness and creates an environment where everyone feels safe to contribute. After all, creative freedom and confidence are essential for a harmonious and productive work environment.
To close my reflection, I conclude with a quote from Mark Twain, an American writer: “The two most important days in your life are: the day you are born and the day you find out why.”
Eduardo Freire is CEO and corporate innovation strategist atFWK Innovation Design
