Mike Caldwell
AUTHOR

Mike Caldwell

Business & Careers
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My entire life I’ve worked with people in extreme situations. I’ve been an international whitewater raft guide, a firefighter, and a helicopter paramedic. When people are scared, truly scared, they are as “real” as they’ll ever be. What I learned from those situations, is that regardless of the crisis they are in, what they want most is to be understood. They wanted me to understand what they were feeling and they wanted me to give them the confidence that everything would be okay. In 2002, when I became a 100% self-employed entrepreneur, I learned that the quickest way to win more clients and make more sales was to ensure I understood them and they felt understood. Empathy is the ability to understand what somebody else is feeling, but it’s also somewhat nebulous. As a firefighter/paramedic, “nebulous” didn’t work for me, so I created a structured, easily-implemented, “blueprint” for integrating Empathy into a business’s marketing plan. And that is how Empathic Marketing® was born!
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