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\n\t\t\t\t\t\t\tWelcome to Episode 29 of Navigating the Fustercluck\u2014a 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\u2019re here to talk about people. The people that make your job possible. The people you\u2019re trying to reach. Some call them consumers, but that\u2019s a bit dehumanizing. And makes it easier to dismiss them. To speak condescendingly to them. So let\u2019s 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\u2019ve used to describe people in focus groups. (And I\u2019m afraid that I\u2019ve used worse.) These are words I\u2019ve heard outside of research sites as well. Creatives hate to be judged. They especially hate to be judged by people who don\u2019t know what they\u2019re talking about. Especially people who don\u2019t know creative. Then again, why should they? It\u2019s our job, not theirs\u2019. Maybe we need to find new ways to listen or listen harder.\xa0As I\u2019ve 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\u2019s not their fault if they\u2019re 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. \u2013 Eugene KrasnopolskyDon\u2019t forget, we\u2019re not thinking creatures that feel, we\u2019re feeling creatures that think. Start at the heart and move towards the brain. And let\u2019s never lecture the people that we\u2019re trying to reach. We\u2019re smarter and more creative than that.Nobody Really Cares About Advertising. So Respect Their Attention. Don\u2019t Bore People or Shout at Them. Do Something Amazing that Moves Them.\xa0\xa0\u2013 George Moreira\xa0\xa0\xa0\xa0\xa0Again, let\u2019s get over ourselves. There\u2019s no obligation that people pay\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0attention to us. Show them respect, and they\u2019re much more likely to show you\xa0\xa0\xa0\xa0\xa0\xa0respect.\xa0The Audience Can Either Applaud You, Boo You, or Ignore You. The First Two are Appropriate Responses. \u2013 Lee Clow, Advertising Legend, Chiat/DayThere\u2019s a thin line between love and hate. Being ignored is the real measure that people don\u2019t care about you or what you have to say. That said, it sucks being booed.People Don\u2019t Read Ads. They Read What Interests Them and Sometimes that\u2019s an Ad. \u2013 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\u2019s 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 \u201cshirtkerchief\u201d 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.\xa0Howard 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,\xa0Tom Wolfe\xa0and\xa0Stan Freberg. All who regularly frequented his office, which was a converted firehouse in the middle of San Francisco.Don\u2019t Get Caught Up in Complex Data Points, Instead Observe Simple Human Behavior.