Leading with Empathy

People are at the core of what we do at Brains on Fire. If you spend any amount of time with us, you’ll likely hear talk of being “Team Human,” we’re all on it. From brand identities to communities alike, it is the heart of our work. It’s what we do!

A large part of our ability to do “people stuff” well is contingent on our ability to empathize. Leading with empathy is a practice that impacts everything we do, from the inside out. It marks how we collaborate and care for each other internally, how we problem solve for clients and how we grow healthy communities.

Growing anything is a nuanced skill. While I have more experience growing communities, I’ve recently been trying out my green thumb too. Nothing crazy, but enough to know the basics. As I get further into gardening, I can’t help but see the parallels between the two. Stick with me through this analogy , it’s important! Before you can grow anything — people or plants — there are a few vital things you’ll need:

Space.

If you’re trying to grow something new, you must make the space for it. Before you can start planting, you must clear the land of weeds and debris to give it room to grow. In this exercise, the weeds are preconceived notions. Leading with empathy means putting people first. Doing so requires setting aside our personal biases to make room for new discovery. We must refuse to assume.

Willingness to do the work.

It takes some digging and it’s often messy work. You must be willing to get your hands dirty. This applies at every stage of the project.

The right soil.

Have you ever tried growing something in gravel? Spoiler alert: It’s not going to go well. Our “soil” here is a genuine desire to understand another’s perspective. That is when we come upon true empathy — being able to grasp ahold of another’s perspective even especially when different from our own experience. That is where the power lies for community, because that’s where compassion grows, needs are met and meaningful connections flourish.

Continued nurturing.

A plant must be continuously fed and watered if you want it to live and continue to grow. The same goes for empathy. It’s a process, not a one-time task.

So how does leading with empathy translate into our work with community?

I would argue that it is the basis from which we build it. And further, it’s what informs our creativity, the means by which we curate content, and the foundation of fostering meaningful human connection. At Brains on Fire, we’ve had experience growing communities united around a vast array of subjects — from tires to baby booties. Here are a few practical principles for leading with empathy that apply no matter the subject:

Know your people.

Be curious. Ask good questions, then zip it and listen. Seek to understand. Who are they? What do they care about? Why? How and where do they communicate? What are the common threads? Community is created upon shared values, passions and experiences.

Name the need.

What’s the human issue? What’s missing? What’s your role? There is a distinct difference between producing promotional commotion and content that adds value to people’s lives.

Cultivate connection.

Be human. Have conversation, build relationships. This is how community grows, both online and offline.

Earn the right to be heard.

Leading with empathy builds equity and trust. It takes time, and intentional effort. THAT is where you find an effective platform to speak from. Otherwise you’re just noise.