“If I were you…”
But of course, you’re not.
And this is the most important component of strategic marketing: we’re not our customer.
Godin has written a declaration of the necessity of empathy in business.
It’s a topic I’ve been obsessed with lately, and though he probably doesn’t actually read my blog (though he should!), it’s encouraging to see that this philosophy is starting to get traction in different corners of the industry.
We’re at a tipping point where business-as-usual is no longer good enough, and emotional intelligence is becoming a key factor in success. Recognizing that the mindset of the customer is distinct from the mindset of the executive team is becoming all the more pervasive. And now that they’re finally admitting they have a problem, we can do the real work to narrow the gap between the two.
You don’t have to wear panty hose to be a great brand manager at L’eggs, nor do you need to be unemployed to work on a task force on getting people back to work. What is required, though, is a persistent effort to understand how other people see the world, and to care about it.
Read Seth Godin’s “If I were you…“
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- On Empathy and Apathy: Two Case Studies August 21, 2012 | 50 comments
- Hostess treats their customers as badly as they treat their employees November 18, 2012 | 5 comments