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b'\\u201cEmpathy is something that every human has but our empathy muscle has atrophied.\\u201d This week on the On Brand podcast, we talked about a timely, relevant topic\\u2014empathy. Now more than ever, people want empathy from brands. Yet, collectively, we\\u2019ve never been less empathetic. How do we fix this and how can we use these tools to better connect with our customers? Rob Volpe of insight strategy firm Ignite 360 explains on this week\\u2019s episode of the On Brand podcast.\\nAbout Rob Volpe\\nRob Volpe is an astute observer of life and a master storyteller who brings empathy and compassion to the human experience. As CEO of insight strategy firm Ignite 360, he leads a team of insights, strategy and creative professionals serving the world\\u2019s leading brands across a range of industries.\\nAs a thought leader in the role of empathy in marketing and the workplace, he frequently talks on the topic, is cited in media, and writes about building and applying empathy. He\\u2019s finishing his first book, Everyday Americans, which explores his own journey to an empathetic understanding of Americans through his ethnographic work.\\nEpisode Highlights\\nThe five steps to empathy.\\xa0At a time when we\\u2019re struggling with a collective empathy deficit, it\\u2019s important to understand the five steps that lead to better empathy:\\n\\nDismantle judgment\\n\\nAsk good questions\\n\\nActively listen\\n\\nIntegrate into understanding\\n\\nSolution making\\n\\nRob gave a summary of each during our interview.\\nHow does empathy help us connect with customers?\\xa0First, Rob detailed the two types of empathy\\u2014cognitive empathy and affective empathy. Affective empathy is the emotional, squishy thing that can be hard to grasp. However, cognitive empathy is perspective-taking, which is critical in the world of work as we\\u2019re constantly trying to \\u201cunderstand our consumers or colleagues.\\u201d\\n\\u201cWe need both the\\xa0what\\xa0data and the\\xa0why\\xa0data.\\u201d\\xa0As Rob said, \\u201cThe\\xa0what\\xa0data is the quantitative and the\\xa0why\\xa0data is the qualitative. We need both the data and the story.\\u201d\\nWhat does our empathy crisis mean when it comes to COVID-19?\\xa0\\u201c250,000 have died,\\u201d Rob noted grimly. To better understand how people feel about this, Ignite 360 launched their\\xa0Navigating the New Normal podcast, which now includes over 450 hours of interviews with real Americans struggling with COVID-19 and the world today.\\nWhat brand has made Rob smile recently?\\xa0Noting that we\\u2019ll be seeing more from gratitude as a macro trend, Rob pointed to his recent purchase of a Peloton bike and their corresponding empathic marketing and messaging.\\nTo learn more,\\xa0go to the\\xa0Ignite 360 website\\xa0and\\xa0connect with Rob on LinkedIn.\\nAs We Wrap \\u2026\\nDid you hear something you liked on this episode or another?\\xa0Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\nOn Brand is sponsored by my book\\xa0Brand Now.\\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\\xa0Order now and get special digital extras.\\xa0Learn more.\\n\\n\\nSubscribe to the podcast\\xa0\\u2013 You can subscribe to the show via\\xa0Apple Podcasts,\\xa0Spotify,\\xa0Google Play,\\xa0Stitcher,\\xa0TuneIn, and\\xa0RSS.\\n\\n\\nRate and review the show\\xa0\\u2013 If you like what you\\u2019re hearing, head over to\\xa0Apple Podcasts\\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\\n\\n\\nOK. How do you rate and review a podcast?\\xa0Need a quick tutorial on leaving a rating/review in iTunes?\\xa0Check this out.\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'