Obsessed with observing people

"Staring at people is never a refined gesture," my mother would always caution me when I began observing others as a girl. As I grew older, I became increasingly drawn to the fascination of people-watching. I'd jot down my observations in an imaginary notebook. Laughter, anger, sadness. It felt like I'd become a librarian in a "library for classifying and storing emotions."

Later, I realized this went far beyond ordinary observation. There's no other way to describe it than being "obsessed" with people-watching. It's an attempt to delve deep, deep into the subjects I observe, to understand them. That curiosity, questioning everything I see, is the crucial first step in nurturing creativity.

When you become obsessed with observing people, these abilities develop:

(1) Intuition. When volunteering to care for the sick or elderly, I began sensing what they wanted before they even said it. Thirst, hunger, discomfort. I noticed things before they did. This also helps in presentations. I can feel whether a client likes our ideas without them saying so. Many times, I've revised ideas on the spot, preventing potential failures.

(2) Reading people's emotions. Why does the barista at the coffee shop seem overly cheerful? Why doesn't the security guard at the company ever crack a smile? Once you become obsessed with observation, you suddenly understand. When hiring employees, I can see their potential before they're even hired. The ability to read people's emotions always helps our work. I can clearly see how consumers feel happy and take action. It gives me a new perspective when tackling client challenges. I hardly need group interviews anymore.

(3) Insight. Leonardo da Vinci believed observing everything around him led to creative breakthroughs. I'm probably the only one in the world who gets excited when a flight is delayed. I slowly pull out my sunglasses and start observing without anyone noticing! The inner confusion of the ground staff who just announced the delay or cancellation. Their deliberate effort to appear calm and composed to passengers. Having this stockpile of observations is truly invaluable when I write copy or drafts. Marketing strategist Simon Kemp recently commented: "If you want valuable insights, learn to observe. Use what you see in your research. Big data can't get inside people's minds."

Now, it's time to get out of the office. Find your own perfect spot to get lost in observation.

(Supervised by Dentsu Inc. Global Business Center)

(Illustrations also by the author)