Do you know how others really feel? Do you care? Some people do. Some people don’t. But if your job or business deals with people, you need to be in tune with your people.
User centric and heuristic design practices have led the way for the most innovative companies in the world to stay connected and relevant to their audiences. And the future will be ruled by these practices.
Knowing how people feel, what they need and what delights them is the key to being relevant as a manager, a mother, a brand or an advertiser. So if you are making decisions using only your opinions, have no insight from real world people, or are basing decisions solely on metrics or analytics, you are not being empathetic.
And you’re missing an opportunity to be more connected and more relevant.
Great advertising is empathetic. Whether you’re selling brand awareness for Nike sports clothing through the charitable cause of cancer research, or Dove beauty products through the celebration of real beauty; the commonality is finding the red thread of human interest and emotion.
Put yourself in someone else’s shoes and find out what really makes a difference, for you, for customers and for your business.
by Mike Tittel
Executive Creative Director – Cincinnati
Cross-posted at Ignite Something on the Forbes CMO Network