Assessing Impact of Media

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The Most Underrated Skill for Creatives? Empathy.

Before embarking on a new project, “we focus on asking tons of simple open-ended questions and listen for people to reveal their hopes, anticipations, fears, and annoyances around the ideas we are working on,” says Jake Cook, co-founder of digital marketing shop Tadpull. Cook and his colleagues use a downloadable “empathy map” tool to identify patterns from conversations with clients and collaborators.

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