The Role of Empathy in Your Commercial Practice

The Role of Empathy in Your Commercial Practice

Matt Church

Matt Church

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Published by Matt Church – Founder on 10 April 2024

Expertise alone is often tone-deaf, missing the social and behavioural cues required to form a connection with others.


No time to read the blog? You can listen to it here.


Here at Thought Leaders, our ‘Practice Curriculum’ helps experts unpack what they know and their expertise via a pink sheet. We wrote a whole book dedicated to just that; it’s pink and called Think. If the Pink Sheet helps you capture your expertise, the Green Sheet is our tool that not only enables you to connect empathically to those who may buy your expertise but also opens up new avenues of understanding and connection. 

Balancing expertise and empathy is critical to being commercially smart as a thought leader. Lots of ‘knowing what to do’ is wasted if you can’t do so in a way that respects where people are at and where they want to go next. 

Expertise alone is often tone-deaf, missing the social and behavioural cues required to form a connection with others. Sometimes, expertise is too surgical, practical, and matter-of-fact. But with the Green Sheet, you have a step-by-step process that allows you to walk in the shoes of others, making your commercial practice smarter and more effective. 

High level, the green sheet is supported by a 5-step process…

  1. Think about what you know and who it may serve.
  2. Identify what aspirations they may have that your insights could aid.
  3. Identify what challenges they may be facing and sequence these from the obvious to the less obvious.
  4. Sketch out a journey they might go on that has several hurdles to overcome and fundamental paradigm shifts.
  5. Consider questions and remarks that can bring all this to life in a conversation.

If you would like a more detailed walkthrough of our green sheet process, simply email us at, and we will send you a summary. 

If you would like to be one of the 100 people we support at Thought Leaders each year, connect here and discuss your options with one of our team members.

Come to our next discovery call on May 22nd at 4pm AEST. If that seems too far into the future, I recorded a short video explaining what we do and who it’s for. You can watch that here.

If you are ready to commit to a year with us at Thought Leaders in our business school, we can start the process of getting a meeting in each other’s diary. If you are willing to commit to running a commercially smart thought leader practice and have read (or at least scanned) the Green book The Thought Leaders Practice, I would love to connect. 


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