Leading with Empathy
Why it matters now more than ever.
Saying it’s difficult to work in today’s world is an understatement.
Seemingly everything is at odds, falling apart, or moving way too fast. (If I could communicate with you via GIF, I’d insert the classic rolling dumpster fire here.) And yet, we all muster the energy and the courage to log in (or commute) every day and find a way to smile while it all cycles endlessly in the background. That is not easy. It is emotionally exhausting and, most importantly, mentally taxing.
In the creative industry, work should not be a place that adds to that stress and anxiety. It should be a place to explore freely, connect, inspire, and play. Yes, there are deadlines, demanding asks, and problems to solve, but that is why we have each other. That is why we have teams—and why leading with empathy in today’s workplace is more important than ever.
WHAT DOES IT MEAN TO LEAD EMPATHETICALLY?
Leading with empathy means thinking beyond yourself to truly see others. It applies to relationships in the workplace, but in the world of branding and packaging, it is at the core of what we do every day when we are successful.
We consider the consumer’s needs, wants, aspirations, and lifestyle, and pinpoint an opportunity that resonates both functionally and emotionally—to become part of their daily rituals and part of their lives. It’s about looking outside yourself and into another to form a true connection—and that is a challenge that is easier said than done.
It’s challenging because we’re all oddballs in our own ways; we’re all unique, as colorful and varied as the swatches of the Pantone book we reach for every day. It’s easy to resort to negativity or bias because someone thinks differently than we do, looks different, or learns differently. It’s even easier to make assumptions without doing the work of truly connecting.
But we all have potential. We all have the opportunity to grow, and we all want to. In what we do, seeing the opportunity in any challenge is key. Seeing the opportunity and potential in each other is necessary. And really, what’s the risk in looking for the best in others?
In today’s society, empathy is increasingly seen as a weakness, not a strength. I disagree. Empathy is everything. It does not mean you are “too nice.” It does not mean you are overlooking things. It’s the opposite—you’re seeing all the things.
What we do with that empathy is what separates being “too nice” from being a leader. Women, in particular, are often placed into this constricting box of niceness.
SOFTNESS & STRENGTH
As with all things, success lies in balance. It lies in both softness and strength—and in knowing how to tap into our unique potential as women to access both sides of the coin.
The general sentiment is that leading with empathy means being soft. But in reality, it takes strength to pour into another without draining your own cup. It takes strength to be aware of the situations around you and respond in a way that doesn’t compromise your values. It takes strength to set healthy boundaries for yourself and your team. It takes strength to deliver critique in a way that can be truly heard, received, and acted upon. It takes strength to lead fearlessly as your authentic self.
To lead with empathy is to humanize those around us in a world that is increasingly trending toward dehumanization.
AWARENESS LEADS TO TRUTH
Truly seeing others is perhaps the most human thing there is. At our core, we all want to be seen and heard, which means we must be aware of others’ wants, goals, and challenges. Awareness is a necessary strength for true empathetic leadership.
To connect, create, inspire, motivate, praise, or critique, everything should be filtered through awareness. It starts simply—with looking, both inward and outward. Look beyond yourself, to others and their unique perspectives, and you will find the kernel of truth in the situation at hand.
Seeing from another’s vantage point allows us to understand reality as it truly is, rather than how we might prefer it to be.
TRUTH LEADS TO OPPORTUNITY
As we build brands, we must do the same—look at the problem and the opportunity as they truly are, from the consumer’s perspective. Imagining and creating from their point of view, rather than our own, is key to building meaningful brands that last.
From the initial conception of an idea to the final presentation, there are countless moments to connect with others by leading with empathy.
When you are first developing an idea, put yourself in the consumer’s shoes. Imagine standing beside them in the grocery aisle. Identify the obstacles in their way and aim to help solve them—functionally or emotionally. If you truly see them, they will see you.
When refining your idea, ask yourself: what design elements might interfere with their ability to shop quickly, understand the product, or connect with the brand? Simplify to the heart of the problem to uncover the “why.” Why would this person care? What would make them care more?
When you’re ready to present your idea, tell it as a story. Craft your presentation to be engaging and memorable—to brighten the client’s day. A presentation is an opportunity to connect emotionally, not just to deliver information. Anticipate the client’s challenges and proactively consider how you can help.
Be aware of opportunity—in both the task at hand and in every person you work with, at every stage of the project—and you will uncover meaningful truths simply by leading with empathy.
LIGHTEN THE LOAD
We must acknowledge that creative work is still work. But that doesn’t mean it can’t be fun. Fun is essential for creativity, and it’s incredibly difficult to be creative in a heavy world.
We must also recognize that we are all living in that same world, each facing our own battles. As leaders—and as humans—it is our responsibility to lift each other up, extend a hand, and connect.
Every time we log in or commute to work, we should remember that we are all going through something. We are all trying to put on a brave face—coworkers, clients, and consumers alike.
In the immortal words of the ever-brilliant Doobie Brothers, never forget that “what the people need is a way to make ’em smile.” Look for that way—or better yet, be the reason yourself.
Look for the good in others. Look for moments of truth. Stay aware of opportunities. In doing so, you will lead with empathy, softness, and strength.
Individually, we can imagine a more empathetic world. Together, we can create it.
— Gina Grittner
