Better Living Through Empathy at Monktoberfest 2018

Have you ever been at a dinner where the person next to you leaned forward in their chair so that their shoulder blocked the person next to them, excluding that person from joining into the conversation? Or visited a website to learn more about a company, only to end up frustrated, unable to figure out what the heck they do? Or maybe an important email landed in your inbox but was so long and complicated that you got that “I’m going to have to set this aside for later” feeling?

In this 2018 talk at RedMonk's Monktoberfest conference, Claire Giordano explores how empathy is key in social settings, website design, email effectiveness, blog posts, customer stories, and marketing content. Claire connects empathy to the Jobs to Be Done framework, makes the case for how all good marketers have empathy, and outlines 5 techniques you can use every day to strengthen your empathy muscles, at work and in life.

Transcript

1. Monktoberfest 2018
   Better Living Through
   EMPATHY
   Claire Giordano
   VP Marketing, Citus Data
   @clairegiordano @citusdata
   Monktoberfest 2018 | Portland, Maine
   

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2. Monktoberfest 2018
   2
   • Originally from NH
   • Sun Microsystems
   • RedMonk <> OpenSolaris
   • Head of Marketing,
   Citus Data
   • @clairegiordano
   

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3. Monktoberfest 2018
   10:30a
   @clairegiordano
   

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4. Monktoberfest 2018
   Have you ever had
   someone put their back
   or shoulder to you at a
   dinner party?
   4
   @clairegiordano
   

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5. Monktoberfest 2018
   Have you ever gotten a
   super-long & wordy email
   that was just too frickin
   drawn-out to deal with?
   *^&*$^*%*#!
   5 Source: the Paris Review: How Mechanical Rubber Goods Are Made. February 14, 2014
   

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6. Monktoberfest 2018
   6
   @clairegiordano
   

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7. Monktoberfest 2018
   “When I first
   visited your
   website, I could
   quickly
   understand what
   Citus is all about.”
   @clairegiordano
   

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8. Monktoberfest 2018
   Apropos
   #Monktoberfest
   A talk that started with
   a tweet... back in 2015.
   @clairegiordano
   

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9. Monktoberfest 2018
   9
   “Jobs to Be Done”
   THINK
   What does Citus offer? What problems does it
   solve?
   Can Citus address Postgres perf issues?
   Can Citus address single-node PG limits?
   Can Citus fix hodgepodge of band-aids I’m
   currently using to scale Postgres?
   Is Citus a growth path from Heroku Postgres or
   Amazon RDS Postgres?
   How to buy? // How to download? // Pricing?
   What do other customers say?
   Are docs & tutorials robust? Useful? Usable?
   How does Citus compare to other databases?
   What is relationship of Citus to Postgres?
   Who is team? How big is company?
   How do I migrate to Citus?
   SEE
   read a blog post discovered via Google
   read a blog post found on HN
   look for Postgres expertise
   look for engineering expertise
   check out what Citus is after hearing talk by
   Citan at a conference
   heard of Citus, not sure what it is?
   DO
   Sign up for newsletter
   Request phone call via “contact us”
   Ask questions via drift
   Create a cloud account to try out Citus
   Download open source version of Citus
   

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10. Monktoberfest 2018
    Monktoberfest 2018
    you can do to grow “empathy muscles”
    things
    5
    @clairegiordano
    

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11. Monktoberfest 2018
    11
    Merriam Webster logo By Encyclopædia Britannica, Inc. [Public domain], via Wikimedia Commons
    

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12. Monktoberfest 2018
    12 Source: https://www.gapingvoid.com/blog/2016/04/18/i-feel-your-paing/
    

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13. Monktoberfest 2018
    Puppies
    @clairegiordano
    

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14. Monktoberfest 2018
    Cats
    @clairegiordano
    

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15. Monktoberfest 2018
    15
    Wouldn’t it be painful
    (and exhausting) to feel
    empathy for everyone &
    everything?
    @clairegiordano
    

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16. Monktoberfest 2018
    16
    Wouldn’t it be painful
    (and exhausting) to feel
    empathy for everyone &
    everything?
    build walls
    thick skin
    arm’s length
    compartmentalize
    @clairegiordano
    

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17. Monktoberfest 2018
    Monktoberfest 2018
    talk about empathy?
    Why?
    @clairegiordano
    

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18. Monktoberfest 2018
    Monktoberfest 2018
    because you can’t be a good leader without empathy
    Why?
    @clairegiordano
    

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19. Monktoberfest 2018
    Monktoberfest 2018
    because you can’t be a good without empathy
    Why?
    conference
    organizer
    @clairegiordano
    

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20. Monktoberfest 2018
    Monktoberfest 2018
    because you can’t be a good without empathy
    Why?
    parent
    @clairegiordano
    

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21. Monktoberfest 2018
    Monktoberfest 2018
    because you can’t be a good marketer without empathy
    Why?
    @clairegiordano
    

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22. Monktoberfest 2018
    Monktoberfest 2018
    you can do to grow “empathy muscles”
    things
    5
    @clairegiordano
    

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23. Monktoberfest 2018
    Me
    • Content
    • Websites
    • Newsletters
    • Blog Posts
    • Case Studies
    Source: Instagram
    @clairegiordano
    

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24. Monktoberfest 2018
    24
    

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25. Monktoberfest 2018
    Open
    your circle
    1
    @clairegiordano
    

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26. Monktoberfest 2018
    Kill the
    pronouns
    2
    @clairegiordano
    

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27. Monktoberfest 2018
    Postgres first received JSON support in Postgres 9.2. But the initial
    JSON support in 9.2 was about JSON validation, hence itwas less
    ideal for many use cases that needed italong with fast query
    performance.
    A couple of years later we got the the successor to the JSON
    datatype: JSONB. Itis a binary version of JSON stored on disk. It
    compresses, so you lose whitespace, but itcomes with some
    powerful index types to allow you to work much more flexibly with
    your JSON data.
    

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28. Monktoberfest 2018
    Postgres first received JSON support in Postgres 9.2. But the initial
    JSON support in 9.2 was about JSON validation, hence the initial
    JSON support was less ideal for many use cases that needed JSON
    support along with fast query performance.
    A couple of years later we got the the successor to the JSON
    datatype: JSONB. JSONB is a binary version of JSON stored on disk.
    JSONB compresses, so you lose whitespace, but JSONB comes with
    some powerful index types to allow you to work much more flexibly
    with your JSON data.
    

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29. Monktoberfest 2018
    Use
    Headlines
    3
    @clairegiordano
    

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30. Monktoberfest 2018
    30
    

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31. Monktoberfest 2018
    31
    

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32. Monktoberfest 2018
    32
    You Can Tell People the
    Takeaway—or Let Them
    Guess!
    

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33. Monktoberfest 2018
    Make it
    scannable
    4
    @clairegiordano
    

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34. Monktoberfest 2018
    34 Source: Multi-Device Web Design by Luke Wroblewski
    

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35. Monktoberfest 2018
    

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36. Monktoberfest 2018
    Read Out Loud
    5
    @clairegiordano
    

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37. Monktoberfest 2018
    37
    http://www.hemingwayapp.com/
    

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38. Monktoberfest 2018
    Obsess
    About
    What
    Your Users
    Really Need
    6
    @clairegiordano
    

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39. Monktoberfest 2018
    Obsess
    About
    What
    Your Users
    Really Need
    6
    @clairegiordano
    I almost put a coffin
    here instead of a clock.
    

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40. Monktoberfest 2018
    Empathy Matters.
    @citusdata
    @clairegiordano
    citusdata.com/join-newsletter
    

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