Empathy AT THE HEART OF Innovation

Karl-Magnus Möller

SIMPLE EXERCISEPair up with someone next to you and keep looking at each other.

Snap your fingers five times.

Draw the capital letter E on your forehead.

WHAT DID YOU GET?

¥100

?

A novel product, service, idea or technology that fulfills the needs of a user….

…and has successfully been provided to the target segment in a sustainable way.

INNOVATION…

Desirability

Feasibility Viability

Sweet spot for innovation!

People

Technology Business

Sweet spot for innovation!

People

Technology Business

Cognitive Empathy

The capacity to understand another’s perspective

or mental state

Affective/Emotional Empathy

The capacity to respond with an appropriate emotion to

another’s mental state

WHY EMPATHY?

Because you are not the user…

and the problems you are trying to solve are not your own.

If I had asked people what they wanted, they would have said faster horses. - Henry Ford

How the customer

explained it

How the requirementswere defined

How it was implemented

How it was described

to the market

What the user really needed

How the customer

explained it

How the requirementswere defined

How it was implemented

How it was described

to the market

What the user really needed

HOW TO EMPATHIZE

WATCH LISTEN

Methods

NON-DIRECTED INTERVIEWS

CONTEXTUAL INQUIRY

WHAT ABOUT THE STRANGE

EAR PICK?

<-ABCC11

MIMIKAKI

!!!

THANK YOU!

karl-magnus.moller@ericsson.com