Evelyn Essay
Evelyn Rodgriuez
Marketing: What's Love Got To Do With It
Summary
Fragmented media, fragmented audiences, fragmented attention, fragmented worldviews. With alarming frequency, business folks will find their trusty mental phrasebooks yield no discernible translations in speaking in the tongue of their customers, colleagues, and industry peers.
Drawing on the kaleidoscope richness of psychologist Clare Graves work and Don Beck and Christopher Cowan's Spiral Dynamics (TM) model, essayist Evelyn Rodriguez applies their worldview research to media and marketing. Yet their model of the evolution of human sense-making frameworks - while immensely valuable - assumes that conceptual empathy is our only hope for communication.
Yet, global brands resonate and reverbate at a fundamental human frequency that transcends mere concepts and beliefs. Even Eskimos understand Hamlet, underscores poet professor Leonard Wolf. The essay also provides guidance on how, as innovators and marketers, we flex our empathetic muscles beyond the limitations of conceptual empathy.
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