There’s been a video going around Facebook this week. It features actor Dustin Hoffman telling the story of his experience becoming his Tootsie character, Dorothy Michaels, and the epiphany that he had about what it’s like to be a plain woman.

Most of the social media posts about the video have focused on the cultural perceptions about women, stereotypes, misogyny, and other similar topics; but as I watched this it occurred to me that THIS is how well you need to know your customers in order to create a brand experience that touches them. You have to have walked in their shoes. You have to feel their pain so deeply that it brings you to tears. You have to know who they are – really know.

Take a few minutes to watch, and let me know what you think.