Successful marketing campaigns come from a deep understanding of the problem space, getting to the root perspectives and needs of actual people, so that one can begin to form a strategy for getting their attention and gaining their trust. The best marketing initiatives connect with audiences in an immediately compelling and human way that transcends the science of metrics. How do you know when you’re onto something? When it comes right down to it, the form and content link together to give you “that feeling” that comes from a place we all recognize as universal truth. I call this empathy, and I believe this is at the core of every successful marketing and advertising campaign.