Empathy is not just the human choice, it’s the right choice for business. The power that your own stories have to connect more effectively with others.

These are a few of the lessons from the stories Nasya Kamrat, CEO and co-founder, FACULTY (https://www.wearefaculty.com/), shared with Daniel Burstein in Episode #8 of the How I Made It in Marketing podcast.

Stories (with lessons) about what she made in marketing

Some lessons from Kamrat that emerged in our discussion:

Know when to ask for help

While in the maternity ward, Kamrat led a big pitch via video conference. In the middle of the meeting, the woman in the room next to her went into labor – alarms blaring, hospital machines beeping, people shouting and lights flashing. Of course, she couldn’t mute fast enough. Everyone on the call stopped and looked at her. She responded, “oh, you know, the sounds of Brooklyn.” They all nodded like that was a totally acceptable answer and went on with the meeting.
 
 Empathy is not just the human choice, it’s the right choice for business.

In the early days of Covid, Kamrat had a Zoom call with a prospective client. She went into pitch mode instead of having empathy. Her agency did not get a second call.

Supporting other underrepresented founders, lifting as we climb

When she started her business 12 years ago, Kamrat and her founding partner had to make a decision – were they going to get certified as a woman-owned or a minority-owned agency? Much to their surprise, they couldn’t be both. 

Stories (with lessons) about the people she made that marketing with

Kamrat also shared lessons she learned from the people she collaborated with in her career:

Bill Prince, SVP of Entertainment, Holland America Line: An example of how to be authentic

The cruise line is a current and long-standing client of Kamrat’s agency. Early on, Prince would get incredibly annoyed with her. She’d come up with a fancy deck in her fancy clothes and spout all the expected marketing speak. And he’d immediately tune out. The minute she started talking to him as a real person and not a client, they not only became friends but also very effective partners.

Aaron Wolfe, Chief Creative Officer, Faculty: The power that your own stories have to connect more effectively with others

Hearing her co-worker’s story of moving out of New York City inspired Kumrat to move her family out of the city as well.

Lori Spielberger Klein, Consultant, LSK Creative Connect: How to embrace empathy and humor in leadership

Kamrat worked with Klein at Havas Health, when Klein was an EVP and the Director of Creative Strategy. Klein created an environment that made the creative work fun, exemplified by a New Yorker cartoon she had on her door of a bunch of brain surgeons with the caption, “hey, at least it’s not advertising.”

A free tool mentioned in this episode:

Customer Theory: How to leverage empathy in your marketing (with free tool) (https://marketingexperiments.com/conversion-marketing/customer-theory-leverage-empathy-free-tool)

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