Day: October 8, 2020

Do not digitize the story of your company any more: Humanize it!


10 min read

This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process.

Opinions expressed by Entrepreneur contributors are their own.


  • Many companies find themselves like this and choose to create massive digital stories to talk about what they do know: the characteristics of their product. And that’s a mistake, at least at the beginning of the conversation.
  • Between the 80s and 90s of the last century, the software designer Alan Cooper built a methodology called User Persona .

There are startups and companies that know (and talk) a lot about their products, but who know little about their consumers and still talk less about them. Their websites and landing pages mention features , pricings and service efficiencies, but they do not connect with the wishes of the users.

Reading Anita Cufari’s new book, “ Storytelling and Copywriting ”,

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The COVID-19 crisis forced organizations worldwide to make immediate decisions about how to protect their employees from a mysterious, fast-spreading, sometimes deadly pathogen. Among their actions were requiring employees and customers alike to wear face coverings, deploying testing, adopting best hygiene practices, rolling out health monitoring and reporting apps, and encouraging people to work from home. In short, businesses quickly acted on the social determinants of health by adapting policies and physical environments to protect employee and customer well-being.

Once largely the purview of governments and social services organizations, social determinants of health in recent years have begun to draw employers’ attention. As a 2019 PwC report notes, businesses have a role to play, not just as individual actors addressing the social factors affecting their workers’ health, but as partners in collaborations addressing community-wide needs. The COVID-19 outbreak intensifies the urgency for employers to address these issues. That’s because beyond

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COVID-19 places a heightened emphasis on mental health

The COVID-19 crisis forced organizations worldwide to make immediate decisions about how to protect their employees from a mysterious, fast-spreading, sometimes deadly pathogen. Among their actions were requiring employees and customers alike to wear face coverings, deploying testing, adopting best hygiene practices, rolling out health monitoring and reporting apps, and encouraging people to work from home. In short, businesses quickly acted on the social determinants of health by adapting policies and physical environments to protect employee and customer well-being.

Once largely the purview of governments and social services organizations, social determinants of health in recent years have begun to draw employers’ attention. As a 2019 PwC report notes, businesses have a role to play, not just as individual actors addressing the social factors affecting their workers’ health, but as partners in collaborations addressing community-wide needs. The COVID-19 outbreak intensifies the urgency for employers to address these issues. That’s because beyond

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