Medium: Think you have empathy?, 2014-Apr-30 by Barry Enderwick
When was that last time you fell in love with some good content? The answer is, of course, never. No one falls in love with “content”.
People fall in love with a book, movie or TV show. By using “content” you are distancing yourself from your customer. It is easy enough to change though. For example, if you change from “matching the right product to the right customer” to “matching the right book to the right reader” you effortlessly and instantly increase your empathy.