Focusing on the human experience when creating thought leadership.
An interview with Ethan Beute about human-centered design and facing the problem, not the product.
We are assaulted by digital pollution on a daily basis: spam calls, fake e-mails, harassing chats, phishing scams, and worse. With all the noise, how can thought leaders create a message that our audience wants to hear? How do we make them understand that our outreach is important?
To help answer these questions, we’ve turned to Ethan Beute, the Chief Evangelist at BombBomb; a company that uses video messaging to build better business relationships. Ethan is also the co-author of Human-Centered Communication: A Business Case Against Digital Pollution. This book is a great read for anyone who needs to generate attention, build trust, and create engagement online!
Discover the pitfalls of “digital pollution,” and how it negatively impacts our ability to reach potential customers. Listen in, as Ethan shares insights about Human-Centered Design, and how it breaks through the noise to reach customers, and make sure the message they hear is deeply relevant to their needs. He discusses his job as Chief Evangelist, telling us how he is a staunch advocate for Human Centered Design. Learn why boasting about your product instead of addressing people’s needs, emotions, and challenges, can cause your audience to stop listening.
Some content modalities come easily, while others require greater amounts of study and even coaching. Ethan explains how he began by using his strong command of short-form writing, and over time, has mastered the ability to host his successful podcast, The Customer Experience; communicate with his audience through a video format; and even take the stage for live events.
This is a great episode for anyone struggling to ensure that their brand doesn’t get lost in the noise.
Three Key Takeaways:
- Thought Leadership built on Human-Centered Design should focus on desirability, feasibility, and viability.
- Spreading your Thought Leadership through short personal video messages can have greater results than mass e-mail blasts.
- While evangelizing your Thought Leadership, focus on your client’s problems, not the product you are trying to sell.
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