Unscripted problems, Design thinking and coaching -III

“Both DT and coaching fundamentally embrace a humanistic approach, deeply rooted in empathy. The true power of innovation lies not just in creative design, but in the genuine empathy it comes with. ”

There are formal steps and stages in Design Thinking (DT). The first step is empathize.

Both DT and coaching fundamentally embrace a humanistic approach, deeply rooted in empathy. A prime example of this can be seen in the story of Airbnb. The founders, struggling to afford their rent in San Francisco, came up with the brilliant idea to help people in similar financial straits. Recognizing that many attendees at local conferences could not afford exorbitant hotel prices, they asked themselves: why not create a bed-and-breakfast experience using the vacant space in their own apartment? This empathetic insight not only solved their problem but also transformed the hospitality industry.

Another moving illustration is the story of Doug and his innovation. Doug Dietz, the visionary designer behind multimillion-dollar magnetic resonance imaging (MRI) systems at GE—an extraordinary machine that enables doctors to peer inside the human body was proud of his engineering feat. However, his perspective shifted dramatically during a visit to a hospital, where he witnessed firsthand how his creation affected its young patients. As he observed a frail girl clutching her parents’ hands, tears streaming down her cheeks while they urged her to summon her courage, he experienced a profound revelation. In that moment, Dietz realized that while he had successfully crafted a technological marvel, he had overlooked the emotions of the people who would use it.

Many of us can relate to the unsettling experience of being inside an MRI machine or watching a loved one being pushed into the intimidating tunnel. We often share a common dread—the anxiety of enduring the machine’s jarring noises and the tightening knot in the stomach about the impending test results. Dietz’s encounter serves as a powerful reminder that true innovation must also consider the emotional impact of technology on its users, urging us to foster compassion and empathy in all our creations.

Doug’s deep empathy for the patients transformed his approach to design. The result was an immersive experience for children that rivalled the thrill of an amusement park. What was once a horrifying ordeal morphed into a delightful adventure. A fanciful pirate ship theme captivated one little girl so much that she turned to her mother, beaming with excitement, and asked if she could come back to “play” again! This profound shift highlights that the true power of innovation lies not just in creative design, but in the genuine empathy that Doug embodied throughout the process. In one of the most-watched TED Talks, Doug narrates this poignant story, his voice choking with emotion. It becomes clear that the heart of this project was not advanced technology, but rather the compassion and understanding that sparked this transformation.

As a coach, I frequently encounter similar scenarios. During one notable coaching engagement, the organization had provided a 360-degree feedback report in advance, aiming to aid coaches to maximize productivity from the very first meeting. They had also pinpointed specific focus areas—such as strategic mindset and risk-taking—that aligned with the company’s aspirations. As a novice coach at the time, I arrived thoroughly prepared, armed with a comprehensive profile analysis, a summary of the 360-degree feedback, and the improvement areas identified by the manager. With all the necessary data points at my disposal and a few initial hypotheses in mind, I felt confident to identify the root causes much like Sherlock Holmes.

However, upon entering the room to meet my coachee, Vibha, I sensed that something was amiss. She sat before me, her eyes wet with tears as she struggled to compose herself. The 360-degree feedback report was open in front of her.

After a brief introduction, I gently inquired, “Are you alright? How can I help you?” She broke down, “I did not want to get coached but my manager forced me to attend.” That is when my empathic instinct took over. My Sherlock Holmes garb had vanished in a second.

I quickly reassured Vibha, explaining that coaching cannot be forced without her consent and commitment. I even offered to take her concerns to management and HR. This seemed to bring her some comfort, and she gradually began to share her story. She was grappling with significant health challenges and caring for a young child. She had intended to take a year-long sabbatical; however, her husband had lost his job, thrusting her into the role of breadwinner. The pressure weighed heavily on her, making it difficult to concentrate on work. The 360-degree feedback report had become the final straw. It contained numerous critical comments about her inability to strategize, missed deadlines, and unavailability for important meetings. “That is not me!” she cried, visibly shaking.

I took the feedback document and tossed it aside.

“Vibha, let us forget about that document for now. I can only imagine how horrific it must feel to walk into a coaching session, interpret feedback and talk about strategic thinking, result focus, risk-taking etc. “ I could see a weak smile from Vibha.

“I know how you feel, my sister went through a similar ordeal in the middle of her career.”

Vibha was talking about her health, and how the doctor had told her to get into a diet plan and exercise regime, otherwise her diabetes was going to get worse. Her young son wanted to be with her all the time demanding attention. Her husband had become withdrawn. The first hour went on like this. There was no point in following the formal steps of coaching.

After some time, Vibha had come out of the shock, anger, and desperate feeling that the 360 feedback had imparted. She said let us talk about my professional things. I knew that all the people identified for coaching from the company were high potentials and future stars. I asked Vibha tentatively, “Do you want to talk about your past achievements, the achievements that you are proud of? The things that made you feel that you were special, the moments that you cherish, the success stories that you often share? “ As she talked, Vibha was transforming, her slouched posture had gone, her voice was without quiver, her tone became positive and she did not want to stop. I knew that the coaching had started. Though I was just listening, I knew Vibha was answering many questions for herself.

I realized the power of empathy and it was a lesson for me as a coach. That is the first step of DT as well to empathize before anything else. And that is a powerful tool to tackle the complex problems. 

(To be continued in Part-IV)

Author – Sri Krishnan, CFI Coach