The document discusses how design thinking and empathy can drive innovative marketing potential. It explains that design thinking involves quickly understanding problems, generating solutions with users in mind, and making rational decisions. Empathy is key, involving stepping into users' shoes, collaborating with them, and talking to them. The document argues that most nonprofit marketing lacks empathy and instead relies on sympathy. It suggests nonprofits highlight users' humanity to inspire empathy and portray them ethically.

1. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
Matthew Manos
@verynicetweets
matt@verynice.co
_
verynice.co
mattmanos.com
Design Thinking:
How Empathy Can
Drive Innovative
Marketing Potential

2. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
What is
Design
Thinking?
Matthew Manos
@verynicetweets
matt@verynice.co
_
verynice.co
mattmanos.com
Design Thinking:
How Empathy Can
Drive Innovative
Marketing Potential

3. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
How Can
Empathy Drive
Innovative
Marketing
Potential?
Matthew Manos
@verynicetweets
matt@verynice.co
_
verynice.co
mattmanos.com
Design Thinking:
How Empathy Can
Drive Innovative
Marketing Potential

4. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
What is
Design?
Matthew Manos
@verynicetweets
matt@verynice.co
_
verynice.co
mattmanos.com
Design Thinking:
How Empathy Can
Drive Innovative
Marketing Potential

5. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
Design isn’t just about pretty pictures, it can go much
further. Design always results in things you can see,
but good design starts with things that you can’t.

6. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
Design isn’t just about pretty pictures, it can go much
further. Design always results in things you can see,
but good design starts with things that you can’t.

7. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
Design is a lot of things, but at the core of every de-
sign project is human experience. These experiences,
if crafted successfully, deliver solutions, emotions,
knowledge, communication, and more...

8. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
Design is a lot of things, but at the core of every de-
sign project is human experience. These experiences,
if crafted successfully, deliver solutions, emotions,
knowledge, communication, and more...

9. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
Considering design merely as a tool to create “pretty
things” squanders its potential. Once you see design
as a means to disrupt a familiar system, you can use
it to establish new boundaries and create authentic
change within your organization.

10. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
Design is a lot of things, but at the core of every de-
sign project is human experience. These experiences,
if crafted successfully, deliver solutions, emotions,
knowledge, communication, and more...Design is
a tool for
problem
solving,

11. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
Design is a lot of things, but at the core of every de-
sign project is human experience. These experiences,
if crafted successfully, deliver solutions, emotions,
knowledge, communication, and more...but it is
also a
way of
thinking.

12. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
The medium we use to solve those problems should be
selected on a case-by-case basis. There is no one-size-
fits-all creative solution to represent an idea.

13. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
The medium we use to solve those problems should be
selected on a case-by-case basis. There is no one-size-
fits-all creative solution to represent an idea.

14. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
Design should put solutions at the forefront, and in-
novative solutions come from doing things that do not
have a set outcome.

15. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
Design should put solutions at the forefront, and in-
novative solutions come from doing things that do not
have a set outcome.

16. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
For example...

17. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
As a style of thinking, design thinking is generally
considered the ability to combine:
1. Empathy for the context of a problem,
2. Creativity in the generation of insights and solutions, and
3. Rationality to analyze and fit solutions to the context.

18. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
The problem with Design Thinking as a method is that
it is a bit privileged. A lot of the times, projects like
these take time (and big budgets).

19. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
The problem with Design Thinking as a method is that
it is a bit privileged. A lot of the times, projects like
these take time (and big budgets).

20. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
The problem with Design Thinking as a method is that
it is a bit privileged. A lot of the times, projects like
these take time (and big budgets).
So what
can we
do now,
then?

21. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
The problem with Design Thinking as a method is that
it is a bit privileged. A lot of the times, projects like
these take time (and big budgets).
How about
verynice
thinking?

22. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
As a style of thinking, design thinking is generally
considered the ability to combine:
1. Quickly getting to the root of a problem,
2. Generate innovative solutions with the user always in mind, and
3. Rationalize your decisions through a clear success criteria.
verynice

23. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
As a style of thinking, design thinking is generally
considered the ability to combine:
1. Quickly getting to the root of a problem,
2. Generate innovative solutions with the user always in mind, and
3. Rationalize your decisions through a clear success criteria.
verynice
Activity
Time.

24. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
As a style of thinking, design thinking is generally
considered the ability to combine:
1. Quickly getting to the root of a problem,
2. Generate innovative solutions with the user always in mind, and
3. Rationalize your decisions through a clear success criteria.
verynice
Ask Why
5 Times.

25. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
Work in groups of two. Grab a partner. Both partners: Come
up with a problem that you are facing in your organization
right now. Tell eachother your problem, and then ask eacho-
ther “why” 5 times.
Partner 01: We need a website.
Partner 02: Why do you need a website?
P1: Because we need to grow our identity online.
P2: Why do you need to grow our identity online?
P1: So that we can build our fan base on social media.
P2: Why do you need to build your fan base on social media?
P1: So that more people will know about what we do.
P2: Why do you want more people to know about what you do?
P1: So that we can find more partners to help us in our outreach programs.
For example:
Record your results.

26. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
Do this with your team, or any time you are about to engage
in a design-driven scenario to solve a problem. You are much
more likely to actually solve a problem if you know what it is.

27. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
Do this with your team, or any time you are about to engage
in a design-driven scenario to solve a problem. You are much
more likely to actually solve a problem if you know what it is.

28. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
As a style of thinking, design thinking is generally
considered the ability to combine:
1. Quickly getting to the root of a problem,
2. Generate innovative solutions with the user always in mind, and
3. Rationalize your decisions through a clear success criteria.
verynice

29. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
As a style of thinking, design thinking is generally
considered the ability to combine:
1. Quickly getting to the root of a problem,
2. Generate innovative solutions with the user always in mind, and
3. Rationalize your decisions through a clear success criteria.
verynice
At the core
of this pro-
cess is em-
pathy.

30. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
The space in which empathy is quite absent from design, how-
ever, is in communication materials, a medium that is histori-
cally sympathetic. Sympathy, as opposed to empathy, does
not foster a deep understanding or emotional connection.
Empathy, as opposed to sympathy, is a way for us to develop
our understanding by sharing an experience.

31. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
The space in which empathy is quite absent from design, how-
ever, is in communication materials, a medium that is histori-
cally sympathetic. Sympathy, as opposed to empathy, does
not foster a deep understanding or emotional connection.
Empathy, as opposed to sympathy, is a way for us to develop
our understanding by sharing an experience.

32. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
If I told you that close to 97 percent of nonprofit organiza-
tions, and the designers that power them, are marketing their
causes in immoral ways, would you believe me? If you look at
the landscape of advertising, communication, and strategy
that dominates the social sector, you will notice one thing –
they are all driven by sympathy.

33. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
If I told you that close to 97 percent of nonprofit organiza-
tions, and the designers that power them, are marketing their
causes in immoral ways, would you believe me? If you look at
the landscape of advertising, communication, and strategy
that dominates the social sector, you will notice one thing –
they are all driven by sympathy.

34. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +

35. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +

36. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
Photographs currently leveraged by Waner Kids
Our goal is to increase the sharability of WCVAF’s online
presence by introducing a nenew image strategy

37. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +

38. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +

39. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +

40. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +

41. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
Best practices for obtaining empathy in your design process
include the following approaches:
1. Stepping into the shoes of the end user
– Playful experimentation
2. Collaborating with the end user
– Holding workshops
3. Talking with the end user (anti-cubicle design)
– Casual ethnography

42. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
1. Stepping into the shoes of the end user

43. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
2. Collaborating with the end user

44. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
3. Talking with the end user

45. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
Considerations for moving forward with your marketing:
1. How can you bring a general audience to a level where they
can relate to the cause at hand?
2. How can you highlight the humanity behind your cause in
order to inspire empathy?
3. How can you be ethical in your portrayal of those you hope
to serve?

46. Design-Thinking: How Empathy Can Drive Innovative Marketing Potentialverynice. +
Matthew Manos
@verynicetweets
matt@verynice.co
_
verynice.co
mattmanos.com
Thanks!