I believe one of the most powerful methods for synching up your brand with the zeitgeist, or people’s unrealized wants and needs, is by tapping into good old-fashioned empathy. You may wonder how to institute empathy as a capability in the marketing department. Empathy cannot be mapped and measured empirically. Nor is it an activity that you can clock in at work and start “doing” like market research, design, or project management.

By Michael Raisanen as seen in Fast Company Design