Empathy is at the core of marketing because the closer we understand the customer, the more we can appeal to their desires and fears.

The biggest obstacle to empathy is when we think we are good to it.

We confuse assuming someone's reality with actually experiencing it.

Assuming is ignorance - experiencing is empathy.

You want to live and breath where your customers are and become them not read a trade journal and assume.

Empathy requires full immersion.