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L’ EMPATIA PUO’ AIUTARE A COSTRUIRE LA PROPRIA REPUTAZIONE

Da qualche tempo avverto che l’argomento empatìa sta crescendo di importanza nella vita d’affari. Pochissimi ne scrivono. Pochi la praticano anche se dicono di farlo. Beninteso sto parlando di empatia applicata alle negoziazioni d’affari. In psicanalisi, ad esempio, si parla di empatia a scopo terapeutico. Letteralmente applicare l’empatia consiste nel mettersi nei panni di un interlocutore per favorirne l’apertura e capire quali siano le sue aspettative per decidere se aiutarlo nel soddisfare le proprie aspettative.
In psicanalisi l’empatia consiste nel metter in grado l’interlocutore di sentirsi rassicurato. Un bambino appena nato si sente rassicurato se trova con facilità il seno della madre per allattarsi. E’ l’inizio della costruzione della relazione affettiva con la madre.
Nel mondo degli affari il significato di empatia è identico. Con qualche inevitabile sfumatura applicativa. Ad esempio può anche essere utilizzata non solo per capire , ma anche per carpire la buona fede degli stessi interlocutori e far loro credere di essere in grado di soddisfare i loro desideri.
Nel mondo degli affari l’empatia dovrebbe essere utilizzata a supporto di chi fa marketing per capire come impostare qualsiasi negoziazione su base di reciprocità. Così intesa l’empatia va percepita come la condizione necessaria per sviluppare relazioni d’affari su base etica.
Con il tempo il mondo delle relazioni d’affari è stato stravolto. Invece di mettersi nei panni degli interlocutori ci si è andati sempre di più preoccupando di far emergere l’autoreferenzialità oppure l’abilità nel gestire le obiezioni.
L’autoreferenzialità è la scorciatoia per far credere di essere migliori degli altri. Di fatto tutte le volte che qualcuno enfatizza le proprie performance compie due azioni non proprio nel senso dell’empatia: a)mette in evidenza se stesso o la propria azienda senza dimostrare nulla, ma solo esasperando la propria visibilità; non si sta occupando dei problemi di chi ha di fronte, ma dei propri.
Ho già detto altrove che l’autoreferenzialità non contribuisce a costruire la propria reputazione. Forse con un appropriato utilizzo dell’empatia, non di maniera, ma empiricamente, si può invece cominciare ad implementare qualsiasi strategia di costruzione della propria reputazione.

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