3 Ways Empathy Can Help You Build a Killer Strategy

Feeling what your audience feels is the ultimate insight

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I'm sure by now you've heard about Facebook CEO Mark Zuckerberg's announcement that the company is creating a dislike button, or something similar. Sure, I'm curious to know what it's going to look like, whether people will use it and how. But the thing that caught my attention—and has sparked the most conversation among my fellow strategists—is how Zuckerberg described the intent of the new button and what it might mean for users.

Walt Barron, chief strategy officer, McKinney

"What they really want is an ability to express empathy," said Zuckerberg during a Q&A at Facebook earlier this month.

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