Overview

Product design strategy often seeks to change a person's buying decisions, or to manipulate a person's behavior. Such a product-focused mindset has driven our organizations into a corner. Even when product design teams want to benefit a person, they discover how they've harmed them instead by not recognizing their thinking and approaches. Luckily, organizations don't actually function by a set of rigid laws; business, education, government, and science are all based around people. Deep listening lets your team understand what it couldn't recognize before. The patterns and knowledge that result from deep listening are used to support someone in accomplishing their purpose in a way that matches their way of thinking better. In this book, world-class researcher Indi Young teaches you how to conduct listening sessions to help your organization move away from a product-focused strategy toward a purpose-focused strategy. Page by page, Indi explains clearly: How to put your assumptions aside to understand someone else's perspective How deep listening is different from interviewing-and from regular conversation Step-by-step techniques to listen for the most meaningful underlying concepts How to form a germinal question to elicit deeper insights How to create a safe space for people to speak about their inner thinking Read this book to begin expanding your organization's support for more and different perspectives-leading to better strategies, more inclusive products, and a broader human experience you could find no other way. Listening deeply changes everything.

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9781944627119

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Reviews

My own personal copy of Indi's Practical Empathy is dog-eared and heavily highlighted. It taught me a radical way to listen to people- that is, unencumbered by product design constraints or by assumptions about marketing segment behaviors. --Marie Mika, PhD, Design Researcher They say listening is one of the greatest gifts you can give another person. Indi shows us the 'art of listening' and the techniques used to get under the surface, into actual meaning. --Kelly Goto, Principal & CEO, gotomedia & gotoresearch Listening is a critical skill, one that many of us already think we do well, but more likely, we are looking for signals we agree with or generalize from. Indi is an important thought leader presenting a much deeper path to true listening, where we can capture the range and nuance that leads to meaningful improvements. --Sara Cambridge, User Experience Research Consultant

Author Information

Indi is a researcher who coaches, writes, and teaches about inclusive product strategy. Her work is rooted in the problem space where the focus is on people, not users. Indi pioneered opportunity maps, mental model diagrams, and thinking styles. Her way of approaching the problem allows teams to truly pay attention to people, without letting cognitive bias and assumptions creep in. Indi has written three books, Time to Listen, Practical Empathy and Mental Models. She is at work on another book in the series, Assumptions Aside, that will cover thinking styles. She builds knowledge and community via a series of live online advanced courses about the importance of pushing the boundaries of your perspective. She was one of the founders of Adaptive Path, the pioneering UX agency.

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