Empathy, courage & belonging
These are not words you typically see on websites devoted to marketing. But empathy and courage are the building blocks for marketing that makes a difference.
There is a Grand Canyon-sized chasm between good organizations and organizations that are loved. What sets the loved apart from good is a deep understanding and empathy and the courage to do the hard work of creating marketing that matters. People want more than to just purchase or join or attend, they want to belong. But how do you do this?
This unique style of research is very effective for learning about the goals and challenges of those you wish to serve. Understand more about them, their opinions, feelings and emotions. See their worldview and the environment that is shaping their thoughts and actions. When you know all this you can develop innovations and a marketing story that matters.
Solve the big problems that are yet unsolved. Help people achieve their goals and go one step further – make the experience worth talking about.
Create the story that the right people need to hear.