Empathy is not simply being nice. Leadership is more than telling people what to do. Empathy provides a way for people to understand and communicate with others on their level. In the ten years since Sub Rosa began, Michael Ventura’s intuition on effective communication has coalesced into a concrete philosophy, outlined in his new book, Applied Empathy. Not one to sit still long, he also runs an indigenous medicine private practice and with his wife, Caroline, co-founded Calliope and the gallery And&And. While much can be written about Ventura, Sub Rosa and Applied Empathy, his journey sounds better in his own words.

Can you tell me a bit about yourself?

“Almost 10 years ago I founded the company that has become known as Sub Rosa. We’re a strategy and design practice, nestled in the West Village of Manhattan, New York. Through many years of client work, we’ve distilled a methodological practice that guides us called Applied Empathy. Last year, I wrote a book, entitled Applied Empathy: the New Language of Leadership, about this philosophy and how it can be used as a powerful leadership tool. We’ve been really lucky to have worked with some amazing companies ranging from Nike, Pantone, and Adobe to the TED Conference, Delta Airlines and The Obama Administration.”

“Alongside my agency work, I run an indigenous medicine private practice. My journey into this world began at the age of 26 when I herniated three discs in my back and was told spinal fusion surgery was my only option. Luckily I was able to heal this injury through acupuncture and tai chi. It was also the beginning of my education with self care and the need for connection between mind, body and spirit.”

Was there a defining moment that brought you to advocating empathy for more effective leadership?

“I can’t say there was one defining moment, but more an awareness of behaviors that we’re producing our best work. It’s important to remember that empathy is not about being nice, but rather is a powerful perspective-taking tool. Being able to account for and consider a variety of perspectives is as essential to client work as it is to leading. The best leaders are ones who can be empathic to the needs of everyone in their company from interns all the way up to C-suite members. If they’re too focused on one area or are unable to understand those working alongside them, problems will inevitably arise.  

What was ShortLabs and how did it help your current path?

“ShortLabs was, in essence, the tiny first step toward building Sub Rosa. It was a digital studio I built at the age of 23 with a business partner shortly after graduating from college. The most important thing ShortLabs did for me was teach me that building and running my own business was possible. It wasn’t easy, but it was possible. That is a lesson that is just as true today as it was 15 years ago.”

What brought you to present at SXSW this year?

“SXSW is an incredible platform for idea sharing and thought leadership. It had always been a conference I’d wanted to speak at, and this year the stars aligned. Really excited to be presenting the work we’re doing with Applied Empathy.“

Which other panels you are interested in attending?

“There are so many interesting topics it’s hard to choose. I’ll definitely be attending some of the AI-focused panels, as it seems to be in the inevitable direction our world is going. I’m also looking forward to the digital trend, culture and branding panels, as those topics are relevant to the work we do daily at Sub Rosa. I also plan on escaping from the frenzy enough to eat my weight in barbecue.”

For more information, check out Sub Rosa, Applied Empathy and at SXSW: A Crash Course in Empathy and Leadership at the Austin Convention Center, Discovery Stage, Exhibit Hall 2 on March 11 from 12:30pm-1:30pm.