It’s related to creating work without egos: to being sympathetic to real audiences’ feelings, and what’s happening in the real world (not the fictitious world and narratives that can be created in high-level conversations). It also relates to having empathy for the client and their bigger picture priorities: the fact that, actually, their budget may not be best spent with you. Or appreciating out of our area, what’s important for their business to thrive. We believe in creating real relationships with our client, and with their audiences – and we believe it starts with empathy.