When you think about it, we humans are funny creatures. We argue, we’re incredibly self-focused, and we tend to make the same mistakes over and over again.

At the same time, we humans can be extremely generous, hospitable, and loving. Many genuine interactions of kindness and humility go unnoticed every day around the world, much of this overshadowed by a constant stream of breaking news and the flood of social media.

We marketers and communicators are tasked with a simple goal: Understand humanity so that we can communicate messages more clearly and effectively.

At the end of the day...that’s it. We can be doing this for a small business, a for-profit corporation, or a non-profit organization.