Empathy.

The client doesn't know what you know. She doesn't believe what you believe. She doesn't care about what you care about.
~ Seth Godin, The Marketing Seminar

What does she know? What does she believe? What does she care about?

We can guess. Or we can talk to her, we can ask her, and we can listen.

Then, we can make an assertion and show up with intention.

Our work is not for us. It's for the client.

And that includes our marketing.