How to strategically use empathy and technology in B2B to drive growth

In this Predictable B2B Success Podcast episode, host Vinay Koshy engages in a compelling conversation with Will Adams, President at Tarkenton Companies. Will discusses the pressing challenge of preserving the human element in business relationships and innovation processes as AI and technology rapidly advance. 

The dialogue covers various topics, including Tarkenton's unique business model as a Skunkworks operation, the importance of journey mapping, and the critical role of empathy and effective communication in leadership. Will also shares insights into how companies can integrate AI without compromising the human experience. He particularly stresses the importance of fostering innovation within risk-averse organizations, aiming to inspire the audience and instill a sense of hope in the face of technological changes. 

We also delve into the delicate balance of maintaining the human element in a fast-paced tech landscape dominated by AI advancements. The discussion underscores why empathy should be at the core of user design and customer experience, highlighting its crucial role in the B2B tech industry.

Will Adams shares his wisdom on bridging the gaps between client success and development teams, the importance of journey mapping, and the role of ethical guidelines in the Wild West of technological innovation. Plus, discover why Apple's deliberate approach and Google's cautionary AI tale offer essential lessons for today's businesses. Stay tuned for an episode that promises to challenge your perspectives and spark new ideas for a more empathetic and innovative future in B2B success!

Some areas we explore in this episode include:

1. Role and Mission of Tarkenton:

- Description of Tarkenton's services and their focus on storytelling for long sales cycles.

- The entrepreneurial mindset and mission of making business fun while helping people.

2. Balancing Human Experience and Technology:

- Challenges B2B tech companies face in maintaining the human element amidst rapid AI and technology advancements.

- Impact of technology on young people's mental health and the ethical responsibilities of tech creators and consumers.

3. Empathy and Client Experience:

- Importance of fostering empathy and understanding of the client experience within development teams.

- Practices like rotating engineers through client success roles and placing development teams in client success hubs.

4. Value Beyond Technology:

- Emphasis on adding value to businesses beyond just technology.

- Starting from the point of making a meaningful difference and ensuring sincerity in business practices.

5. Leadership in Rapid Technology Changes:

- Essential leadership qualities include communication, team building, and creating a culture of empowerment.

- Leaders should ask questions, engage teams, and lead by example to foster empathy and understanding.

6. Personal Touch in Customer Relations:

The significance of maintaining a personal touch with customers and within the organization based on Will Adams' early career experience.

7. Ethical Guidelines and Regulatory Guardrails in Technology:

- Importance of ethical guidelines, transparency in design, and regulatory guardrails in AI development.

- The balance between innovation and ethical responsibility.

8. Blending AI and Human Elements:

- Integration of AI with human consultation in their SaaS applications to enhance customer experience.

- Understanding the need for a balanced approach with real-life human support alongside AI.

9. Journey Mapping and Research:

- Initial steps in Tarkenton's process, emphasizing journey mapping and thorough research and design before project planning.

10. Fostering Innovation in Bureaucratic Organizations:

- Strategies to drive innovation in risk-averse settings.

- Use of Skunkworks and the role of a bridge builder to connect the organization with an external innovation team.

11. And much, much more...