Let's be honest: empathy isn't something most marketers spend a lot of time on. We're busy launching campaigns, generating leads, tracking conversions, and boosting revenue. We leave the deep customer understanding to our friends on the Product and Design teams. Because of that, we make decisions based on our own assumptions and instincts. But as we all know, we are not our customer. So what's the result? Messages that may not make much sense to our audience, content that might not be helpful to the right folks, and campaigns that aren't guaranteed to succeed. With a little customer empathy, we can change that. Investing time in researching your customers, having conversations with them, and building your understanding of their problems will make your marketing efforts more effective, more genuine, and more human.