how do we see the future?

3 pathways to empathy

The capacity to see the future is critical if an organisation is to commercialise creativity (innovate) on an ongoing basis

There is considerable benefit in being able to understand the human condition and orient product and services towards that condition. Indeed, empathy is considered by many as the first of 6 stages in an effective long term innovation strategy

Certainly great innovators like Apple, Google, and Dyson – all long serial innovators – consistently demonstrate a high level of empathy. But how do they ensure the required level of empathy?

I would argue that there are a number of strategies, three of which are:

  • Understanding and addressing what makes us human
  • Understanding and addressing natural states
  • Maintaining a commitment to being better at addressing both

Consider, why do humans have brains while trees do not?

The answer is that we need brains to move. Movement is just one of the things that make us human

Consider, why was the mobile phone such a successful innovation?

The answer is that we want to move. We want to make the most of our orientation towards movement

Consider, why was the smart phone so successful?

The answer is that it was a better solution for communicating while moving

This is of course the tip of the iceberg. Understanding what makes us human and human states in general is central to empathy. Addressing that understanding better than the competition is a key to capitalising on that understanding to commercialise creativity over the long term

This approach to maintaining empathy and encouraging innovation can be readily applied to all aspects of the human state

I would argue that understanding these issues can be very powerful in commercialising creativity and driving long term profitability

What are your thoughts?

This issue will be discussed in more detail on THE D. JOHN CARLSON NETWORK –

D. John Carlson is a behavioural scientist, strategic planner and lateral thinker focusing on branding, marketing and communication. Visit his blog –

No tags

No Comments Yet.

What do you think?

Your email address will not be published. Required fields are marked *