Empathy: The mother of innovation

Nov 09, 2023

When we delve into the world of Design Thinking for Innovation, what do we truly seek? Is it a revolution? Is it a radical change? Is it boundless creativity? Or is it a unique human experience?

In the world of design thinking often hides a compelling force—empathy. It’s the spark igniting creativity, the compass guiding innovation, and the very essence of our humanity. It operates subtly, often hidden beneath the surface, but its impact can be profound. Let’s delve deeper into some examples and explanations to illuminate how empathy is not just a tool but the very mother of innovation.

Empathy is the secret sauce behind many sexy brands. For example, Tesla, led by Elon Musk, revolutionized the automotive industry by creating electric cars that resonate with consumers on both an emotional and practical level. Musk’s empathetic understanding of environmental concerns and a desire for sustainable transportation led to the development of electric vehicles that are not just eco-friendly but also stylish and technologically advanced.

File:Wittenburg - Supercharger - 2021.jpg

Tesla Model 3 at the supercharger in Wittenburg, Germany. Photo by Avda

Another well-known example is Apple, renowned for its user-centric design philosophy, driven by the late Steve Jobs. Jobs and his team at Apple empathized deeply with the needs and desires of technology users. They understood that consumers wanted intuitive and aesthetically pleasing devices. The result was a range of products like the iPhone, iPad, and MacBook that not only meet functional requirements but also provide an emotional connection and a delightful user experience.

Steve Jobs Archive

Steve Jobs announcing the iPhone

Another prime example of having deep empathy for humans and planets that turn into product innovations and brand storytelling is Patagonia. Their commitment to sustainability is rooted in empathy for the planet, driving innovative approaches to minimize ecological impact. Patagonia’s product design prioritizes functionality and durability for outdoor enthusiasts, and initiatives like “Worn Wear” encourage product longevity.

If it's broke, fix it: Patagonia Worn Wear | Paddy Pallin

Patagonia “Worn Wear”; Photo by Lachlan Gardiner & Jamie Lee Brown

Imagine innovation as a journey into the unknown—a quest to solve problems and create a better world. In this realm, empathy emerges as the vessel steering us through uncharted waters, bridging the gap between problems and solutions.

Empathy is the art of stepping into someone else’s shoes. It’s the ability to see the world through their eyes, to feel what they feel. By truly empathizing with users, we unearth the insights that propel innovation forward. We grasp their pain points, desires, and dreams, leading us to craft solutions that resonate on a profound level.

As Brené Brown puts it, “Empathy is connecting to the emotions that underpin an experience.”

Empathy goes beyond simply understanding someone’s situation on a surface level; it delves deep into the emotional landscape of that experience. It’s about making a genuine, heartfelt connection with another person’s feelings, not just their circumstances.

For example, while cognitive empathy recognizes rationally another person’s mental state, affective empathy is the ability to actually feel physically along with the other person and share in those collective emotions, and at the highest level, compassionate empathy compels us to feel another person’s pain and joy and even move us to reach out and help them.

What Is Cognitive Empathy and How Does It Work?

The Three Types of Empathy, By Irina Yugay


The example of Airbnb perfectly illustrates how empathy can drive innovation and reshape industries. The founders of Airbnb, Brian Chesky, Joe Gebbia, and Nathan Blecharczyk, didn’t just aim to provide accommodations; they aimed to create a sense of belonging for travelers. They recognized the pain points of both hosts who had extra space to share and travelers seeking authentic experiences.

Photo by Karsten Winegeart on Unsplash

By stepping into the shoes of both hosts and guests, Airbnb revolutionized the travel industry. They understood the fears and uncertainties of hosts opening their homes to strangers, and they addressed these concerns through identity verification and trust-building features. Simultaneously, they empathized with travelers who wanted more than just a place to stay; they wanted to connect with locals and experience destinations like a local. Airbnb’s platform made this possible, leading to a global community of hosts and travelers. Airbnb’s success isn’t solely attributed to its technological prowess but to its deep understanding of the emotions, aspirations, and challenges of its users.

Making your cause matter to your audience Image

Photo by Debby Hudson on Unsplash

Empathy isn’t just a step in the design thinking process; it’s the foundation upon which the entire journey is built. It’s not merely about understanding what people say; it’s about grasping the underlying emotions, values, and motivations that drive their behaviors and decisions.

Empathy is a continuous process throughout the innovation journey with design thinking, hence this discipline is sometimes called “human-centered design” or even “life-centered design”. It begins with empathetic research to identify and define problems, extends to empathetic ideation to generate creative solutions, and culminates in empathetic testing to ensure that the solutions resonate with users.

Therefore, when embarking on an innovation journey, remember that empathy isn’t just a tool; it’s the heart and soul of the process, and it is this profound understanding of the human experience that ultimately births innovation. So, embrace it with an open heart and an open mind, and let it flourish throughout every stage of your design thinking and innovation endeavors.

Read more

About 80/20

80/20 is a brand consulting agency part of Cimigo.
Born with a contrarian urge: To do things in the simplest and most effective way. To do them with joy and playfulness. Where others complicate, we simplify.
Come to us if you are looking for bite-sized innovations for your brand which will deliver the maximum impact!

Vietnam uninterrupted: a twenty-year journey

Mar 18, 2024

Vietnam uninterrupted: a twenty-year journey Review Vietnam’s long-term trends and how consumer

Vietnam PMI March 2024 – manufacturing purchasing managers index

Apr 02, 2024

Production dips for the first time in three months Subdued demand leads to falls in output and new

Listen to me! Consumer immersion meets innovation

Dec 14, 2023

In the fast-paced world of innovation, the race to create the next groundbreaking product is