Editor’s note: INMA’s European Media Conference in Budapest, Hungary, explored what media executives need to know now to put transformation into practice. This video is one in a series showcasing the most important messages from the conference.

Emi Kolawole, editor-in-residence at the Hasso Plattner Institute of Design (d.school) at Stanford University, has a different perspective at her current position than she did as the editor of the Innovations blog at The Washington Post.

“I didn’t realise that it was possible to get to know one’s customers so intimately,” she says. “I didn’t realise that the human to human interaction was so important ... that it was actually in the best interest of the business to create an empathetic relationship with the customer.”

Anita Zielina, chief editor at NZZ in Switzerland, says she learned about how to approach innovation in a different way during her time at d.school: “What I took from the d.school is ... the willingness to experiment.”