On this edition of The Predictable Revenue Podcast, co-host Collin Stewart welcomes Brian Carroll, Founder and CEO of empathy-based sales and marketing consultancy Markempa. Matt’s done it all over the course of his career – entrepreneur, writer, noted speaker, podcast host, and sales leader. Throughout the pod, Collin and Brian discuss how to build empathy into your prospecting and, ultimately, into the very fabric of your company. Highlights include: Brian’s background (6:46), how to build empathy into the culture of a business (32:48), What is tactical empathy? (40:22), Empathy indexing (46:53), good and bad nurture emails (54:33), can you hire for empathy? (59:37), and cold call Collin (1:14:02). Show Notes  https://www.cbsnews.com/news/debt-collector-thrives-with-simple-strategy-kindness/ Jobs to be done - http://www.whencoffeeandkalecompete.com/ Hero’s journey - https://www.youtube.com/watch?v=1nYFpuc2Umk&t=4s Anthony Demasio book - https://www.amazon.com/Feeling-What-Happens-Emotion-Consciousness/dp/0156010755 The new science of customer emotions - https://hbr.org/2015/11/the-new-science-of-customer-emotions  How to interview customers - http://leanproductplaybook.com/ Cognitive interviewing (warning - links to PDF download) - https://www.chime.ucla.edu/publications/docs/cognitive%20interviewing%20guide.pdf  Tactical empathy - https://www.amazon.com/Never-Split-Difference-Negotiating-Depended-ebook/dp/B014DUR7L2 Never Split the Difference cheat sheet - https://github.com/mgp/book-notes/blob/master/never-split-the-difference.markdown  Decarte’s Error - Antonio Demasio - https://www.amazon.com/Descartes-Error-Emotion-Reason-Human/dp/014303622X Listening Well, the lost art of listening - https://www.amazon.com/Lost-Art-Listening-Second-Relationships/dp/1593859864 Reading people - what every body is saying - https://www.amazon.com/What-Every-Body-Saying-Speed-Reading/dp/0061438294 Inside out - kids movie - https://www.youtube.com/watch?v=yRUAzGQ3nSY Kill a word - https://www.slideshare.net/PatrickEMcLean/how-to-kill-a-word Listening with the third ear - https://www.amazon.com/Listening-Third-Ear-Experience-Psychoanalyst/dp/0374518009 Empathy Index video - https://www.markempa.com/  https://www.markempa.com/how-apply-emotional-motivators-increase-conversion-video/ https://www.markempa.com/we-stopped-trying-to-convince-customers-and-got-triple-the-results/