 What is this I'm thinking? Well is the connection between? Empathy strategy and prototyping empathy is all about understanding people needs and wants so essentially what is relevant to people? Strategies about understanding what is relevant for the conference understanding the business model The equity of your brands your customer relation You know no matter if you have them already with existing brands or if you don't and you need to craft them from scratch in the process of innovation The role of the designers is to connect the two worlds now the business community may tell us You know what we do that we do empathy we understand people we have consumer insights working for us as marketers and Strategy of course we do strategy as business people. We don't need designers But there is a third pillar that is the ability to prototype Empathy strategy and prototyping so as soon as you understand what is relevant to people and to the company you start to create to act to act into the process and so this ability to create prototypes is an amazing value for the company because Enable the company first of all to be aligned around an idea and then enable different kind of functions within the company because Innovation is by the finish of cross-functional so from R&D to finance to be insights marketing and design Of course again to connect around that idea and co-create around that idea all of these Increase the efficiency of the process increase the quality of what you do especially because of the certain point you have the ability also to start interacting with consumers and customers and co-create with them and And and so at the end of the day it also increased the confidence of the organization That what you're doing is the right thing to do and confidence is extreme important because what cripple innovation the most of the time is the Fear of taking risk is the fear of failure and so you can control it in a variety of different ways You have tools like consumer insights for validation to control things But the reality is that innovation is risky by definition And so you need confidence in their confidence of people brands organizations to drive new things to market And the same thinking can help in that as well So this video is just one piece of the puzzle If you want to get the full picture check out some of the other videos and If this is your first time here, I would love to have you to subscribe to the channel So we can keep bringing you more great content like this