How do you create a culture of empathy and storytelling in your organization?

Empathy is how we build real human connection on an intimate level; the same level that trust lives on. Every human experiences emotion - happiness, anger, fear, sadness, joy, etc. When we acknowledge the emotions, positive or negative, of others, it communicates to them that we see them as real human beings, not just as additional sales or statistics. When someone feels we truly care about them, something instinctive motivates them to reciprocate and they, in turn, begin to express empathy, leading to trust, which becomes bi-directional. The neat thing is that it only takes one member of the dynamic to express empathy - the other person will be drawn into the relationship organically even if they weren't initially interested in doing so.

An example of this would be a nurse in an emergency room who is attending to a young boy with a broken leg. In scenario A the nurse might come in and tell the boy and his parents "I am going to give you some pain meds to help you feel better. You'll start feeling better real quick." In scenario B the nurse might come in and say "I am so proud of you for getting through this scary time so bravely, I think anyone in your position would be hurting and scared, you are doing so well! Then say "I am going to give you some pain meds to help you feel better. You'll start feeling better real quick." To a careful reader, the difference in which scenario will lead to genuine human connection and trust is clear. People want genuine connection.

Active listening completes the relationship magic. Trust deepens when customers sense you are patiently listening versus waiting to pitch. Essentially, empathy, storytelling and active listening convey that you genuinely seek to help them succeed on their terms. When customers feel truly heard, you demonstrate empathy in action. Ask thoughtful questions about their goals and constraints. Then listen intently without interruption. This shows you are prioritizing understanding them vs. overselling them. Follow their lead to uncover the full narrative, then tailor your solutions stories accordingly. Patience demonstrates care. This customer-first mentality builds loyalty beyond what great products or services alone could accomplish.

For many customers, verbally expressed empathy will be so powerful. We crave feeling seen and heard, especially when things are tough. So when someone approaches is with empathy and we feel seen and heard, we tend to trust them enough to come back when we need a lift. So doing this verbal expression of empathy is a powerful way to connect with customers.

Storytelling is a powerful communication tool that works by engaging the audience emotionally, simplifying complex ideas, triggering imagination, and building connections. By tapping into the innate human love for narratives, storytelling can be an effective way to convey messages, inspire action, and create a lasting impact on the audience.

It is an age-old form of communication that has been used by humans to share knowledge, entertain, and connect with others since ancient times. In the context of business and communication, storytelling is a powerful tool that can be used to engage audiences, build emotional connections, and convey complex ideas in a memorable and impactful way.

Storytelling is a powerful communication tool that works by engaging the audience emotionally, simplifying complex ideas, triggering imagination, and building connections. By tapping into the innate human love for narratives, storytelling can be an effective way to convey messages, inspire action, and create a lasting impact on the audience.

Stories are a fantastic way to communicate how you help others. This is especially true when you can draw your prospect into a story that is highly relevant to their current situation. Opening with, "While your situation is unique, it does remind me of another client we helped who had a similar challenge...". If the prospect can see themselves in the story, on the journey, to eventually realizing the benefits achieved, it will go a long way to demonstrating the value you can help create for them.

1. Lead by Example 2. Establish Values 3. Incorporate Empathy in Hiring 4. Provide Training 5. Encourage Open Communication 6. Share Success Stories 7. Incorporate Storytelling in Communication 8. Organize Storytelling Events 9. Embrace Vulnerability 10. Use Stories for Onboarding 11. Recognize Empathetic Behavior 12. Support Employee Well-being 13. Foster Learning and Collaboration 14. Share Customer Stories 15. Conduct Empathy Audits

At the core of empathy, in this case, is deeply understanding customer pain points. Those pain points should not be contained to only customer-facing teams, such as sales and marketing, but should be shared widely across an organization so all functions benefit from their customers’ perspectives and day-to-day workings.