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  "documentTitle": "Beyond 2021: How to Get Ahead and Stay Ahead",
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      "text": "People care deeply about what brands stand for, and how they express their values. Right now, with many inequalities (existing and new) that should be addressed, companies must work hard to manage the narratives that shape their brand. However, baked into the very concept of empathy is the fact that it's impossible to be empathetic to everyone all the time. This trend is about how companies prioritize the subjects that matter most to them, build their behaviors around those subjects, and shape their narrative to talk about them. Successful brands will be those that create, shape and execute their experience and the stories they tell in close harmony. It's important to treat empathy as the way your whole company behaves, and not as a one-off project.",
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