It is a people game. How are you playing?

If your brand/work/activities involve dealing with other people, do not joke with human connections. It can make or mar what you are trying to achieve.

Except you have a lot to do with elections/politics in a place I know so well where the socio-economic dynamics do not allow for evidence-based results.

Yeah. Do you actually care about the people you are serving? Even if you are in it for just the money, no better way to get money out of people’s pockets than being intentional about the connection and perception of the people you are serving.

If you do strategy, you should genuinely care about helping your clients win, and this will affect how you design the process and analyze the existing data. Are you developing a product? Empathy will help you prioritize your users’ experience in a way that can affect your bottom line in the long run.

Are you doing Comms? Do you care enough about reaching the TA or just being right about your hypothesis of their persona? Are you more concerned about “following standards” or connecting to your audience in a way that helps them see things from your point of view?

I mean! Even if it is branding, you become the conduit pipe for designing an identity system that makes it easy for people to choose your client among a pack of other options. In brief, you get the feeling/pulse of your client and translate it into heartbeats that their customers or target audience want to hear.

Genuinely or for the sake of getting people to act in a certain way to you, the world revolves around understanding how to connect to the people that you want to reach.

Do you know your people? If you do, the next question you should be asking is “how to reach them”…