Monthly ArchivesJune 2014

The Creative Key Is Empathy standard

When approached with a problem everyone has a creative vision. The best way to tackle it though, seems to be in knowing if it aligns with the thoughts of the people it’s aimed at influencing. Is it relevant, exciting, and worthwhile to the consumer?  And this is the reason why at SMZ we Listen and Think first before simply proceeding with the Do. The key to brainstorming may be to put yourself in someone else’s shoes. A lot of energy is wasted by not building on a foundation of empathy, and understanding, or at least contemplating, what it is that the consumer wants. In an article on 99u.com about creative and empathy, Jake Cook says, “If you spend time observing ...

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