EMPATHIZE AND SUPPORT

02. Empathize and support

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• Identify a group of people that matters to you.
• It could be a group that uses your product. Or another that is affected by it.
• You might even pick the people who make the thing, like the farmers, factory workers or founders of the company.
• Now show the world what they go through and why they do what they do.
• Talk about what it’s like to walk in their shoes, see through their eyes and share their deepest fears, beliefs and desires.
• Convince everyone that this group is special, deserving of attention, understanding and sympathy.
• Forgive them for their mistakes and absolve them of their sins.
• Give them permission to carry on.
• Position your brand as a clear supporter of their cause.

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