Empathy and Ethnography in Innovation

The process of innovation often begins with a question. It can be as simple as, “What makes this process so difficult?” It can be as loaded as “How did we get here?” Other times, it can be a matter of money: “What can we create to make some money and make this more convenient, killing two birds with one stone?” In his book, “Called to Create”, Jordan Raynor examines the true beginning of the innovation process: the entrepreneur. He points out that to understand “how” we should create, we must first understand the “why” of the designer. He cites Proverbs 16:2, noting that “to God, motives matter a great deal.” (Raynor, pg. 70) After reading this book, I find I should be asking the better question: “How can I serve those affected by this problem better?” The difference between those asking the money question and those asking the service question is two words: empathy and ethnography.

???????????Now, after starting this book, I felt convicted right from the start. I found myself guilty of the very motivations that drive most innovators: money, control, legacy. Raynor calls out the questions many of us ask: “Which career will earn me the most respect and adoration of others? Which career will help me accumulate the most wealth in the shortest period of time?” (Raynor, pg. 52) For me, while my goal isn’t to have the “most wealth”, it may sound more like “a comfortable living.” Both, however, fall short, due to their area of focus. In this class, we have been discussing “human-centric” design, which is “the discipline of developing solutions in the service of people” (LUMA, pg. i). The design will fall short if the human in the center is the designer themselves – or their wallet. Human-centric design requires empathy, the desire to understand and support someone in an environment different from your own. Empathy requires us to “not only see, but feel what it is like to live in the world of someone else” (LUMA, pg. 10). By striving to understand the nuances and difficulties of the individual affected by our specific problem area, we are better able to target and find solutions that are actually realistic and helpful.

???????????This is where ethnographic research comes in. Ethnography is defined as “the scientific study and mapping of the customs of different peoples and cultures.” This is the more clinical and pragmatic half of empathy-in-action. Research in this style includes various methodologies, including Walk-a-Mile immersion, contextual inquiry, journaling, and observation, among many others. All of these involving complete focus on the needs of the individual, and not jumping to a solution. It is often recommended that several methods are used in conjunction with each other, as an interview may provide valuable insight, but not all insight and critical knowledge can be put into words. Thus, immersion, may be proper. Regardless, the goal is to best serve the individual affected, not one’s own gains. Raynor uses the phrase “prioritizing people over profit” (Raynor, pg. 101).

???????????In Matt. 6:24, it reminds us that “No man can serve two masters…you cannot serve both God and money” (ESV). For the Christian entrepreneur, the decision must be made what our motivation is to be, and that is what will set us aside from all others. Believers in Christ are called to be set apart, meaning “following the call to create means we no longer work to make a name for ourselves; we work for the glory of the One who has called us” (Raynor, 74). If you’re like me, you’ve experienced deeply-internalized anxiety at the question “What do you want to be when you grow up?” Aside from the fact that I refuse to grow up, this question has bothered me because the picture I envision has always changed. I was never certain what my future looked like. The only consistent picture I saw was God laughing at my plans for own life, and at this point, I’ve come to accept that. The only thing I’m certain of is that I want my motivation to be serving Him through my work with others. Raynor adds “if the Lord wills, we will have an opportunity to use our ventures to continually teaching the Word of God to those around us, helping them become more like Christ” (Raynor, pg. 182). As I look towards the next chapter of my life, the question I need to be asking is “where do I have the greatest opportunity to love others?” (Raynor, pg. 53)

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References

“Ethnography.” Merriam-Webster.com Dictionary, Merriam-Webster, https://www.merriam-webster.com/dictionary/ethnography. Accessed 4 Dec. 2022.

LUMA Institute. (2012). Innovating for people: Handbook of human-centered design methods. LUMA Institute LLC. ISBN: 9780985750909

Raynor, J. (2017). Called to create: A biblical invitation to create, Innovate, and risk. Baker Books. ISBN: 9780801075186