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Angry consumers? Missed deadlines? Failed products? Your business problems may have a single root: a lack of empathy. Being empathetic at work means seeing the situation from the other person's point of view and building your management style, corporate culture, and brand strategy on it.

Author Maria Ross takes her expert branding knowledge, adds proven research and engaging stories from executives, change agents, and civic leaders, and reveals to readers how empathy strengthens brands and organisations and makes them more successful.

Ross demonstrates why businesses should nurture empathy now and shares the habits and traits of empathetic leaders who gain more productivity and loyalty. She provides practical advice on how to align your organisation's mission with its values and hire the right people to foster a more empathetic - and innovative - work culture. She explains how to build an empathetic brand in a way that is genuine and proactive, and shows how this leads to greater customer satisfaction, more innovative corporate cultures, and higher profits.