Empathy

A screenwriter (or novelist for that matter) must live in empathy.  Apart from imagination and a pen, empathy is arguably the most important tool for them to do their job. 

Through empathy, writers see life through their character’s eyes.  They have a clear understanding of what drives them, influences their actions and their words.  They know their characters like they know themselves (sometimes better).

Living in empathy is also what exceptional brands do.  

Empathy unlocks value.  

Too often, brands become enamoured with their own view of the world and their position in it.  In doing so, they miss the perspective of those who will ultimately decide whether to buy what they’re selling.

It is not enough to think about your audience.  You need to think like them.

How do your customers see the world?   What motivates them?  What frustrates them?  How do they perceive your brand?  How do they perceive your competitors?  If you don’t know, talk to them. Find out.

Get to know them like you know yourself (or better).  Only then can you create an intersection between their needs and your unique strengths. 

This is at the heart of a good brand position.

One that creates value, builds connection, loyalty and…

Empathy.