Welcome to Episode 29 of Navigating the Fustercluck—a podcast full of snackable insights to help you navigate the love/hate world of creativity & marketing.My name is Wegs, like eggs with a W, joining you from Deaf Mule Studios in Dallas, where we’re here to talk about people. The people that make your job possible. The people you’re trying to reach. Some call them consumers, but that’s a bit dehumanizing. And makes it easier to dismiss them. To speak condescendingly to them. So let’s stop talking about them, and start talking about people. 10 Things to Keep in Mind About People:Contempt for Your Customer is a Cancer. Observe Them with Empathy and Without Judgement. Listen Hard to What They Say, and Believe What They Actually Do. — Amber BensonIdiots! Morons! Inbreeds! Those are just some of the words I’ve used to describe people in focus groups. (And I’m afraid that I’ve used worse.) These are words I’ve heard outside of research sites as well. Creatives hate to be judged. They especially hate to be judged by people who don’t know what they’re talking about. Especially people who don’t know creative. Then again, why should they? It’s our job, not theirs’. Maybe we need to find new ways to listen or listen harder. As I’ve said before, if you want to learn about lions, would you go to the zoo or to the Serengeti? Either way, they were invited to come. It’s not their fault if they’re not the guests we want or need. Ask your moderator or research facility to do better. And be a little better to your guests. Unreasonably losing respect for them, causes us to lose respect for ourselves.People Want a Feeling, not an Education. – Eugene KrasnopolskyDon’t forget, we’re not thinking creatures that feel, we’re feeling creatures that think. Start at the heart and move towards the brain. And let’s never lecture the people that we’re trying to reach. We’re smarter and more creative than that.Nobody Really Cares About Advertising. So Respect Their Attention. Don’t Bore People or Shout at Them. Do Something Amazing that Moves Them.  – George Moreira     Again, let’s get over ourselves. There’s no obligation that people pay             attention to us. Show them respect, and they’re much more likely to show you      respect. The Audience Can Either Applaud You, Boo You, or Ignore You. The First Two are Appropriate Responses. – Lee Clow, Advertising Legend, Chiat/DayThere’s a thin line between love and hate. Being ignored is the real measure that people don’t care about you or what you have to say. That said, it sucks being booed.People Don’t Read Ads. They Read What Interests Them and Sometimes that’s an Ad. – Howard Gossage, Another Advertising LegendHoward Gossage was doing interactive advertising before there was such a thing. This San Francisco legend was a firm believer in grabbing people’s attention in new and exciting ways. To not only surprise them but to delight them. To demonstrate many of the fine tailoring points of Eagle Shirts, Gossage, included a “shirtkerchief” that you could attach to the button of your dress shirt to keep you clean or even blow your nose. It not only showed the high value of Eagle Shirts, but created high talk value as well. Howard also helped to create Earth Day!This kind of wit and wisdom made Gossage a magnet not only for daring clients, but daring thinkers such as John Steinbeck, Marshall McCluhan, Buckminster Fuller, Tom Wolfe and Stan Freberg. All who regularly frequented his office, which was a converted firehouse in the middle of San Francisco.Don’t Get Caught Up in Complex Data Points,