Wired to Care: How Companies Prosper When They Create Widespread Empathy
Starred Review.  A veteran business strategist and adjunct faculty member at Stanford Univ., Patnaik explores the role of empathy in successful companies, producing a thoughtful, practical meditation on the power of walking in someone else's shoes. Though he utilizes examples from his work with Harley Davidson, Cisco and Nike, his skills in the classroom get a good showcase too, with lessons on history and biology, as well as revealing exercises from his class (called Needfinding) with "aha" revelations like: "For thousands of years, people made things for other people they knew"; it was the Industrial Revolution that divided producer from consumer. Essentially, Patnaik proposes that a successful company must cross that divide and learn about their customers' needs by interacting with, understanding and, in some cases, hiring them. Incorporating some familiar ideas-the power of "framing," the golden rule-Patnaik manages to keep his text fresh and brisk, making this a cagey but compassionate guide for execs and business students.Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.