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At Issue } essential reading

Empathize First, Then Do Something Different

Tom Asacker
Sunday, March 1, 2009

People are scared.  Have you finally figured that out?  They want to make sure that their marketplace decisions are "good" ones; that they'll receive "value" for their exchange of precious time and money.  So how do you help them do that? The first step is to think and feel what your audience is feeling.

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