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Empathy Map template - Pia Espinel

Template to create your empathy map - SAVE A COPY, then EDIT it

Pia Espinel

on 6 August 2013

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Transcript of Empathy Map template - Pia Espinel

“Nowadays my friends work at big companies/corporations, they say is part of what we have to do”
“I just graduated from university and I’m looking for a job in a big company or Corporation, I think I can learn a lot if I work a lot”
“I majored in Business and I love business entrepreneurship”
“I’m afraid to fail at such a young age”
“People say I have to work on a big company to learn how to run a business”
“My family and friends say I’m young and naive to start something of my own”
“Even though my University had an Entrepreneurship Office, I think university taught us to follow a path: from university to a big, important company”
Maca seemed to be excited and passionate about her career and business entrepreneurship. Her eyes brighten up when she talks about it.
She looks frustrated when she talks about what she HAS to do.
She trusts on DOING something by herself, but she feels PRESSURED on what society say/thinks.
“I know I want to do something on my own but what if I fail, what if everyone is right and I’m he one who is wrong”
Recognition, popularity and having a monthly income (that will increase every year) is one of the most important things for young persons that are about to finish school and start their professional life.
Failure is not contemplated as a learning tool
Success seems like a short-term objective and/or need
Family and friends pressure is a great obstacle to do what a young professional-entrepreneur wants to do.

We have to change the way how transition from school to work is. Seems like to experiment something of their own or having a sabbatical is not an option for Peruvians.
It is important to eradicate the term “failure” as something bad. Not only from young professionals but from society.
Universities have to change the way they transmit how the development of a young professional should be. They have to work on something led-to innovation.
“Maca” is a 23 yrs young woman, born and raised in Lima, Peru. She recently graduated from a prestigious private university in Lima. She majored on Business and she loves entrepreneurship (business oriented). Her grades at University were good, she has a lot of friends and in her spare time she loves to hang out with them, go to parties and practice some sport like running or going to the gym. She comes from a traditional family with a good lifestyle.
The interview was held in Spanish and the name “Maca” is an alias. This Empathy Map is developed based in a Peruvian context/way of life.
A passionate business professional who is eager to develop a project but is pressured on doing what society says...
...experiment working on something that not everyone does...
…fail as part of the process of learning...
…learn new ways on how to be successful...
because entrepreneurship and innovation should be a valuable option (same as working in a big corporation) for the young profesionals in Peru.
Entrepreneurship and innovation should be a valuable option (same as working in a big corporation) for the young profesionals in Peru.
Failure has to be valorate as an asset in young profesional's learning
Universities has to encourage students to understand the real meaning of innovation and work on it.

Students need to learn that they have to work hard and look for different ways of learning to innovate
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