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You have identified and prioritised your stakeholders in workshop one. Now it’s time to get under the skin of those you want to have impact for by using the empathy map.

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Step 2. Pains and gains

Once you have a clear picture, it is time to make the connection to the things you do. Figuring this out will be key to working out what impact you may aspire to. How can you make stakeholders' lives a little better?

Questions to ask:

  • What hinders them in their job that you could play a role in?

  • Or, turn the question around and ask what things you offer that can make their lives easier, or better?

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Tip: Make sure the groups do not get too specific and spend too much time imagining what the stakeholder likes and doesn't like. Your primary job is to find out what this stakeholder experiences as pains and how your work can help relieve that pain (gains).

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Step 3. Tidy up

Use the last five to ten minutes to clean it up. Ask the group to keep the most relevant characteristics but to take off what is less relevant.

If you have time, ask a representative from each group to give a brief summary of their findings.

Take a picture of each empathy map or document your findings somehow, so you can refer to these when you need to.

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