I _hate_ the name, though. I don't want to suggest to someone that they read about non-violent communication because that suggests they're being violent when they're not. I'd prefer almost any other name. Some better names: "observational communication", "non-judgmental communication", "empathetic communication", "structured communication". I could keep going...
It is hugely ironic that the title of the book does seem to translate to "How to stop being a violent jerk."
A standard joke of mine when I recommend the book to others that the sequel, "Violent Communication", hasn't yet received much traction in the corporate sphere outside of Comcast's strategic planning department.
I like "Empathic Communication". Nice one.
I actually love NVC, went to several trainings where I was quite the outlier and had to swallow twice before asking my firm to pay for it. A more corporate branding would be benificial for my part of the market.
Less qualitative (imho) communication theories get pushed by corporations I've worked at, but the main selling point is that these courses are integrated. You get a slick trainer or two, they use actors for sessions, they have shiny branded materials, perhaps a website for a brush up training afterwards. NVC as far as I've seen it appeals to those with a less corporate affiliation, works with books external to the course (a lot of them) which might feel to an outsider like some quasi-scientific appeal and with themes that seem childish. I had no problem with the giraffe once I understood it, but no corporate trainer has ever tried to have me wear giraffes ears in front of my co-workers. It feels like good content, scientology method.