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June 2015 Webinar Recording

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NABE  June 2015 Webinar Recording

Personas: Harnessing the Power of Empathy to Understand Audience Needs
Presenter: Esteban Gonzalez, Found & Principal, Brad Therapy

All organizations struggle with acquiring and retaining members. It makes sense that the first step in creating these relationships is developing a meaningful picture of who the audiences are. Personas are a tool organizations use to describe their key audiences. They are holistic pictures of audiences as specific people, with character traits and attitudes that drive their behavior.

But since information isn't the same as insight, not all personas are created equal. Organizations should strive to create personas that are more than just descriptions. They should be tools that foster creative thinking about the audience relationship and what the organization can do to develop that relationship. 

This webinar will introduce how empathy can make that qualitative difference. Bringing empathy as a guiding principle into the equation produces a more human and intuitive connection with audiences and a deeper sense of what they want and need. It produces rich, multidimensional portraits of real people, and reveals concrete opportunities to develop programs and messages for them. Most importantly, it creates a collaborative process that breaks down functional walls and builds consensus.  

All bar staff—from administrative to creative—can benefit from employing empathy in the association. Invite the whole team and take your member relationships to the next level!

About Esteban:

Esteban Gonzalez is founder and principal strategist of Brand Therapy, a consumer insights, brand strategy and creative idea agency in Chicago. His firm has helped dozens of organizations (including several of the Fortune 100) create healthy, sustainable brand relationships with their audiences.

National Association of Bar Executives
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emma.buell@americanbar.org