Empathy requires something extremely difficult: accepting the fact that we are not and never will be in the other person’s shoes. There’s no rational, universal course because individuals have different goals, different worldviews and different experiences.
I don’t think we have any choice. I think we have an obligation to change the rules, to raise the bar, to play a different game, and to play it better than anyone has any right to believe is possible.
The goal of a marketing interaction isn’t to close the sale, any more than the goal of a first date is to get married. No, the opportunity is to move forward, to earn attention and trust and curiosity and conversation.
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