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Marketing with Strategic Empathy: Inspiring Strategy with Deeper Consumer Insight
We are living in an age of continual motion and change, and as a result traditional strategy planning has become outmoded. Every manager, perhaps even every employee, needs to become a strategist. Every strategist, in turn, needs to develop deep consumer insight - or empathy - as a basis for flexible strategy formation. This book offers a practical guide on how to develop and implement a systematic process of strategic empathy to lead to greater effectiveness and day-to-day success.
Marketing With Strategic Empathy is written by Claire Brooks, the CEO of the global consulting firm where the strategic empathy framework and processes were developed. She has applied these in many successful projects for international corporations for more than 10 years.
Marketing With Strategic Empathy is written by Claire Brooks, the CEO of the global consulting firm where the strategic empathy framework and processes were developed. She has applied these in many successful projects for international corporations for more than 10 years.
256 pages, Paperback
Published August 30, 2016
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Displaying 1 - 3 of 3 reviews
January 10, 2017
The content of this book emphasizes the strategic more than the empathy in the title. For it is all about marketing based on the gathering and interpretation of data so that the seller understands the behavior of the consumer/customer. The author is the president and managing director of ModelPeople Inc., a global consulting firm. Most of the examples cited and explained in the book are actions taken by this company.
The extent to which Brooks argues data collection should be performed is illustrated on page 102.
“The observation context may require the participant to do something private or personal, such as changing in and out of clothing, shaving, brushing teeth or even showering in front of the team!”
In other words, whatever it takes to understand and solve the problem. While the sentence sounds and is intrusive, in the modern world of deep data gathering, it is realistic. There is a form of arms race when it comes to the gathering of data and personal privacy has been rendered irrelevant. For example, Google and Facebook log every message their users send, both in terms of who it goes to and the content.
This is a book that gives the reader insight into the process of capturing and processing data for the purpose of learning more about the customers/consumers. While some of the points will already be known, there is some very interesting new content that the person desirous of success should read and understand. In the modern world of marketing, most of the big prizes are known and implemented. What is left to discover tends to be small, yet enough remain to turn the struggling business into a profitable one.
The extent to which Brooks argues data collection should be performed is illustrated on page 102.
“The observation context may require the participant to do something private or personal, such as changing in and out of clothing, shaving, brushing teeth or even showering in front of the team!”
In other words, whatever it takes to understand and solve the problem. While the sentence sounds and is intrusive, in the modern world of deep data gathering, it is realistic. There is a form of arms race when it comes to the gathering of data and personal privacy has been rendered irrelevant. For example, Google and Facebook log every message their users send, both in terms of who it goes to and the content.
This is a book that gives the reader insight into the process of capturing and processing data for the purpose of learning more about the customers/consumers. While some of the points will already be known, there is some very interesting new content that the person desirous of success should read and understand. In the modern world of marketing, most of the big prizes are known and implemented. What is left to discover tends to be small, yet enough remain to turn the struggling business into a profitable one.
June 16, 2025
Found this highly valuable
September 6, 2016
Know your customer is a very old maxim but in today’s business world you really should try and know as much about your customers, whether prospective or actual, as possible. You might not know so much about them on an individual level as you may desire, but you should try and get as much insight as you can, allowing your marketing efforts to appear more focussed, personal and empathetic.
This book sets out to make every reader a master strategist, no matter their role within a company, delivered through a practical approach to help gain a deeper understanding about the functional, emotional and cultural drivers of customers and help get the company to meet or satisfy their needs. Clearly the approach can vary between companies and their target groups. Selling condoms is going to be different to selling luxury motor cars or financial services. What works in Finland may be different to Fiji.
The author believes that traditional models of strategy planning and market research are less valid today because of the rapid pace the modern business world operates in. New strategies and approaches are necessary.
This is a deep, challenging read that can yield a lot of benefit if you are prepared to put in the spade work. The author brings to the fore over 50 case studies from her consulting practice and provides an insight into Fortune 500 companies and their specific needs as well as the skills and techniques that they have used to develop top-rate, winning marketing strategies. You need to set aside time to really focus on this book and savour its messaging before you can seek to implement it in your own enterprise. Attempt to short-circuit matters at your peril.
The astute reader will find that they get a lot more out of the case studies than just marketing-related information! This was a great bonus for an information junkie and a lot of useful knowledge can be stored up for future exploitation. As befits a book of this kind, there are extensive notes and source references, although some sources may be less accessible such as those from the author’s own company and thus this may be slightly counterproductive or frustrating!
This book clearly isn’t for everybody, even though a lot of its observations may well be apposite, yet for those who have top-level marketing and sales responsibilities this could be a veritable goldmine and “must read”.
Autamme.com
This book sets out to make every reader a master strategist, no matter their role within a company, delivered through a practical approach to help gain a deeper understanding about the functional, emotional and cultural drivers of customers and help get the company to meet or satisfy their needs. Clearly the approach can vary between companies and their target groups. Selling condoms is going to be different to selling luxury motor cars or financial services. What works in Finland may be different to Fiji.
The author believes that traditional models of strategy planning and market research are less valid today because of the rapid pace the modern business world operates in. New strategies and approaches are necessary.
This is a deep, challenging read that can yield a lot of benefit if you are prepared to put in the spade work. The author brings to the fore over 50 case studies from her consulting practice and provides an insight into Fortune 500 companies and their specific needs as well as the skills and techniques that they have used to develop top-rate, winning marketing strategies. You need to set aside time to really focus on this book and savour its messaging before you can seek to implement it in your own enterprise. Attempt to short-circuit matters at your peril.
The astute reader will find that they get a lot more out of the case studies than just marketing-related information! This was a great bonus for an information junkie and a lot of useful knowledge can be stored up for future exploitation. As befits a book of this kind, there are extensive notes and source references, although some sources may be less accessible such as those from the author’s own company and thus this may be slightly counterproductive or frustrating!
This book clearly isn’t for everybody, even though a lot of its observations may well be apposite, yet for those who have top-level marketing and sales responsibilities this could be a veritable goldmine and “must read”.
Autamme.com
Displaying 1 - 3 of 3 reviews