The essence of marketing today is to tell a story to people who want to hear it, in a way that resonates with them so they are likely to either respond or connect to you, or tell their friends.
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.
Your drudgery is another person’s delight. It’s only a job if you treat it that way. The privilege to do our work, to be in control of the promises we make and the things we build, is something worth cherishing.
At least at first, the new thing is rarely as good as the old thing was. If you need the alternative to be better than the status quo from the very start, you’ll never begin.
