Empathy is the Swiss-Army Knife of an advertising creative.
There is a timeless advertising adage that goes something like this - "If it doesn't sell, it's not creative." I think that is true, but I would humbly add "If it doesn't empathize, it's not creative." We must do our best to step into the shoes of our intended tribe. Listen to them. Study their culture. Tell a story about how our brand connects with their motivations, their hopes, and their dreams. That has always been, and will always be, the Golden Path to exceptional work.
Thank you so much for looking at the work I've helped to create.
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