Empathy 101

NWA Provides Downsized Employees With 101 Money Saving Tips…No. 46: Don’t Be Shy About Pulling Something You Like Out Of The Trash

It’s no surprise that many Americans live in a perpetual state of anxiety when it comes to job security. Even the mere mention of down-sizing, right-sizing, re-organizing and/or cutting back can cause a statistically significant increase in Maalox consumption to occur.

Plagued with this constant uncertainty, it’s clear that the typical American could use a little reassurance when it comes to their employment status. But, given the tenuous course of today’s business environment, most companies just can’t make this kind of commitment to employees–we all understand that.

But maybe, just maybe, companies could help employees to thoughtfully prepare to deal with job loss if it should indeed occur.

Enter Northwest Airlines.

In the midst of financial collapse, Northwest Airlines recently prepared a publication to help their employees “cope with job loss and transition.” Issued in August of 2006, this thoughtful publication included a section entitled, “101 Ways to Save Money.”

Consider thoughtful Tip #1: Set your thermostat to 64 and turn it down to 60 at night.

Pragmatically speaking, there’s no question that this tip will save laid-off employees money. But given the fact that NWA is based in Minneapolis (the land of two seasons–winter’s coming and winter’s here), this tip is pretty cold-hearted.

But save your outrage, we’re just getting started.

Consider Tip #53: Bicycle to work.

With gas at three bucks a gallon, this tip will definitely save laid-off employees money. But who in their right mind could ever imagine anyone braving life and limb trying to compete with traffic in one of the busiest cities in America.

But let’s give NWA the benefit of the doubt here and assume you could find a bike trail that would get you to your destination. I’m convinced that there are still three reasons why this tip won’t work–they’re known as December, January, and February. Realistically, this tip is so bizarre it almosts demands a drug test for the person who wrote it.

But perhaps the most heartless suggestion is Tip 46: Don’t be shy about pulling something you like out of the trash.

And this is where NWA shows how out of touch it really is.

Losing a job for the vast majority of the people in this country means trouble with a capital T. To offer people these kind of suggestions is not only condescending, it’s incendiary.

When confronted with this publication, NWA issued an apology and admitted it must do a better job of screening future information.

But what NWA lacks is not a cadre of talented proof-readers. It lacks empathy.

Empathy is the ability to identify with the hardship of others. What’s more, true empathy is identifying with someone’s plight so sincerely that when they hurt, you hurt.

Northwest Airlines has demonstrated more than once to its employees and to the public-at-large that it has a very difficult time walking in the shoes of others.

And this just may very well be the thing that finally does them in.

Yours in good health,

Dr. David Hunnicutt

*To view the entire list of 101 Ways to Save Money, visit this link.

Copyright 2006, David Hunnicutt.com

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The views and perspectives presented by Dr. Hunnicutt do not necessarily represent those of WELCOA.