Empathy Sells

So if resonant work starts with empathy, then it follows that marketers themselves must be empathic. Projecting perspectives requires first understanding them. Roman Krznaric, in his fantastic animated video on empathy, gives the example of George Orwell (at minute 3:00) who, before writing Down and Out in Paris and London, immersed himself in East London’s street life, living among those on the social margins. He shared in their experiences, getting into the gritty details of the poor’s worldviews so that he could in turn authentically write about them.