When I talked, my favorite little clothing store, Moosejaw listened.

Awhile back, I was in a car accident. After all was said and done, the most distressing part was that my favorite MJ sweatshirt had been ruined. I tweeted my distress about the sweatshirt. A week later, a surprise package showed up at my apartment. Inside was a new sweatshirt along with a get-well card from Moosejaw. That right there; empathy, is how you win a life-long customer.

The idea from social psychologist, Daniel Batson, that empathy is “a motivation oriented towards the others,” says we aren’t creating content for ourselves, everything we do is for others. As an industry, we need to be understanding, perceptive, insightful and emotionally sensitive to our audiences. All of those characteristics start by listening. Through listening, the true needs and wants of the consumer come through.  Then we are able to create something people will want to engage with.

So listen. Not only on your social channels, but the quiet voices of loyal customers. Take the time to find out where they are going, what will better their lives and how to better yourself through that process.

Moosejaw employs “Humans of Influence,” a group of passionate Moosejaw customers, to take an active part in the Moosejaw brand. They collaborate on features, designs, colors and sizing. The crowdsourced feedback is all taken in account before a product hits the self. So thank you Moosejaw, for listening to everyone. Especially me.

LJ Johansson is a Creative, Intern at Organic