You might think that empathy is as simple as putting yourself in someone else's shoes. But it's much more complicated. While most of us have empathy for people who we care about and love, we don't have a natural ability to have empathy for people who aren't like us. This distinction is easy to ignore until we realize that the audiences we're focused on reaching with messages that resonate aren't just like us. President Lee Carter, CEO Michael Maslansky, and Partner Keith Yazmir highlight what it means to practice active empathy; the need for understanding your audience, especially if you don't agree with them; and how successful empathy can drive growth for your company.