August 2016 Welcome to News with Edge! Build Organizational Empathy through Personas Did You Know...? Industry Stories and News Upcoming Events


August 2016


At Edge Marketing this month we are busy preparing for ILTACON, one of the legal industry's largest technology-focused conferences. If you plan to be at ILTACON, and would like to meet, please send me a note! I welcome the opportunity love to discuss your market strategy, branding and communications, and how Edge can lend a hand.

This month's feature looks at the use of Personas to build an empathic organization - one that goes beyond features and benefits to emotionally identify with the feelings, thoughts, or attitudes of customers.

Enjoy this edition of News with Edge!


Amy L. Juers, MBA
Founder and CEO
Edge Marketing, Inc.

empathy color

Is your business empathic? If like me, you’ve read Joel Bakan’s 2003 book The Corporation, you may have a bleak perspective on the answer to that question. In his book, Bakan lays out a very compelling case that corporations are, by their very nature, psychopathic.

So, can a business truly be empathic?
Yes it can. And it starts with fully understanding your customer by moving from a set of demographic data to a fully fleshed-out archetype with hopes, fears, and motivations.

Look at wildly successful companies such as Apple, Google and Audi; they are in the empathy market. They understand and anticipate their customer’s needs, sometimes before their customers know what they are. Empathy is also profitable. You can draw a straight line from empathy to the bottom line. If you’re curious, Lady Geek publishes (Read more)


About the Author
Kim Tidwell is an account manager with Edge Marketing, Inc. She has over 15 years of experience with brand development, retail product development and both outbound and inbound marketing. In her spare time, she loves to run in Austin’s Hill Country, and enjoys cooking and yoga.


71% of companies who exceed revenue and lead goals have documented personas. Source: Understanding B2B Buyers - 2016 Benchmark Study.

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