Empathy: The Mother of Innovation

When we delve into the world of Design Thinking for Innovation, what do we truly seek? Is it a revolution? Is it a radical change? Is it boundless creativity? Or is it a unique human experience?

In the world of design thinking often hides a compelling force—empathy. It’s the spark igniting creativity, the compass guiding innovation, and the very essence of our humanity. It operates subtly, often hidden beneath the surface, but its impact can be profound. Let’s delve deeper into some examples and explanations to illuminate how empathy is not just a tool but the very mother of innovation.

Empathy is the secret sauce behind many sexy brands. For example, Tesla, led by Elon Musk, revolutionized the automotive industry by creating electric cars that resonate with consumers on both an emotional and practical level. Musk’s empathetic understanding of environmental concerns and a desire for sustainable transportation led to the development of electric vehicles that are not just eco-friendly but also stylish and technologically advanced.


Another well-known example is Apple, renowned for its user-centric design philosophy, driven by the late Steve Jobs. Jobs and his team at Apple empathized deeply with the needs and desires of technology users. They understood that consumers wanted intuitive and aesthetically pleasing devices. The result was a range of products like the iPhone, iPad, and MacBook that not only meet functional requirements but also provide an emotional connection and a delightful user experience.

Another prime example of having deep empathy for humans and planets that turn into product innovations and brand storytelling is Patagonia. Their commitment to sustainability is rooted in empathy for the planet, driving innovative approaches to minimize ecological impact. Patagonia’s product design prioritizes functionality and durability for outdoor enthusiasts, and initiatives like “Worn Wear” encourage product longevity.

Imagine innovation as a journey into the unknown—a quest to solve problems and create a better world. In this realm, empathy emerges as the vessel steering us through uncharted waters, bridging the gap between problems and solutions.

Empathy is the art of stepping into someone else’s shoes. It’s the ability to see the world through their eyes, to feel what they feel. By truly empathizing with users, we unearth the insights that propel innovation forward. We grasp their pain points, desires, and dreams, leading us to craft solutions that resonate on a profound level.


As Brené Brown puts it, “Empathy is connecting to the emotions that underpin an experience.”

Empathy goes beyond simply understanding someone’s situation on a surface level; it delves deep into the emotional landscape of that experience. It’s about making a genuine, heartfelt connection with another person’s feelings, not just their circumstances.

For example, while cognitive empathy recognizes rationally another person’s mental state, affective empathy is the ability to actually feel physically along with the other person and share in those collective emotions, and at the highest level, compassionate empathy compels us to feel another person’s pain and joy and even move us to reach out and help them.


The example of Airbnb perfectly illustrates how empathy can drive innovation and reshape industries. The founders of Airbnb, Brian Chesky, Joe Gebbia, and Nathan Blecharczyk, didn’t just aim to provide accommodations; they aimed to create a sense of belonging for travelers. They recognized the pain points of both hosts who had extra space to share and travelers seeking authentic experiences.

By stepping into the shoes of both hosts and guests, Airbnb revolutionized the travel industry. They understood the fears and uncertainties of hosts opening their homes to strangers, and they addressed these concerns through identity verification and trust-building features. Simultaneously, they empathized with travelers who wanted more than just a place to stay; they wanted to connect with locals and experience destinations like a local. Airbnb’s platform made this possible, leading to a global community of hosts and travelers. Airbnb’s success isn’t solely attributed to its technological prowess but to its deep understanding of the emotions, aspirations, and challenges of its users.

“The founders of Airbnb, Brian Chesky, Joe Gebbia, and Nathan Blecharczyk, didn’t just aim to provide accommodations; they aimed to create a sense of belonging for travelers. They recognized the pain points of both hosts who had extra space to share and travelers seeking authentic experiences.”

Empathy isn’t just a step in the design thinking process; it’s the foundation upon which the entire journey is built. It’s not merely about understanding what people say; it’s about grasping the underlying emotions, values, and motivations that drive their behaviors and decisions.

Empathy is a continuous process throughout the innovation journey with design thinking, hence this discipline is sometimes called “human-centered design” or even “life-centered design”. It begins with empathetic research to identify and define problems, extends to empathetic ideation to generate creative solutions, and culminates in empathetic testing to ensure that the solutions resonate with users.

Therefore, when embarking on an innovation journey, remember that empathy isn’t just a tool; it’s the heart and soul of the process, and it is this profound understanding of the human experience that ultimately births innovation. So, embrace it with an open heart and an open mind, and let it flourish throughout every stage of your design thinking and innovation endeavors.

To delve deeper into the power of empathy in design thinking and how it unlocks innovation for your brand and business, I invite you to join me at the seminar “Design Thinking: Paving the Future for Brands”, on 25 October 2023, 14:00 – 18:00 at CTY Kitchen & Bar, in Ho Chi Minh City. The event is hosted by The 80/20 Company, a brand consulting agency part of the Cimigo group.

You can find a link to the event here

Quynh Nguyen

Quynh Nguyen

Quynh is the Founder & Managing Director of The 80/20 Company

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