When we deal with a technology project, o desafio não é apenas digitalizar/automatização de serviços, we must always prioritize the need for empathy with stakeholders. Not always what we consider obvious is obvious to other people, and understanding this barrier is crucial for us to achieve the result we desire
In 2023, a surveyTendências de Vida 2024, from Accenture, pointed out that one of the business trends is the relationship between people and artificial intelligence (AI) – 77% of the people surveyed by the company said they understand the technology. Still in 2023, a Euromonitor, with your study Top Global Consumer Trends 2024, realized that more than 60% of consumers have chosen 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, this is, make sense for those who will interact with the technology or service. In this context, empathy goes beyond simply judging whether someone is good or bad; involves recognizing the nuances of individual experiences
I invite you to reflect: have you noticed that organizational conflicts always occur 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 just individual; it is collective. We must all 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, it is also important to add the significance of other essential practices, especially the idealization of projects focused on including people from the beginning. And I don't mean just in the sense of promoting diversity, but also to enhance innovation by integrating different perspectives
On the other side of the coin, however, it is necessary to avoid some common mistakes when thinking about ideas to boost our company or business. I will explain them below
1. Ignore the needs of usersresults in solutions that do not meet the expectations or real needs of the end consumer
2. Focus only on technology, ignoring human aspects, limits the impact and adoption of the solution
3. Just validate the idea with stakeholders instead of understandingleads to solutions that are not accepted or adopted by the market or by the internal team
4. Not learning from past mistakesleads to recurring failures in new projects; and
5. Not adapting to changesmakes projects become obsolete quickly
This will work for the end user
Being empathetic as a company means understanding and meeting the needs of customers, ensuring positive results. Basically, what I mean is: being empathetic means recognizing our shared humanity
However, so that we can practice empathy, one of the possibilities, according to the MIT professor, Otto Scharmer, it is necessary to silence three harmful voices for us and for 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 for maintaining genuine connections with the people around and practicing, beyond empathy, respect in our daily lives
And if you are wondering how to do this? There is no magic formula, but another possibility would be: through evolution, simplicity and adaptation to differences. These three essential attitudes, they bring psychological safety and solidify mutual respect within the team, fundamental for the success of projects
Constantly evolving contributes to achieving superior results and exceeding expectations; adopting simplicity is an effective form of innovation; and adapting to individual differences within the team values the particularities of each member and creates an environment where everyone feels safe to contribute. After all, creative freedom and trust are essential for a harmonious and productive work environment
To conclude my reflection, I conclude with a quote from Mark Twain, American writer: "The two most important days of your life are: the day you were born and the day you find out why"
Eduardo Freire is the CEO and corporate innovation strategist ofFWK Inovação em Design
