Though marketing is slightly less high stakes than hostage negotiation, in many ways I believe that the methodology behind this model can be applied to our industry. Over time marketers (for the most part) have built a bad rap, partially because we’ve invested dollars and energy trying hard to influence without first building trust and rapport through empathy . I see marketers fuck this up constantly. Remember the Kendall Jenner Pepsi ad ? If you haven’t seen it, take a few minutes. HBS might as well use this as a case study for zero-empathy-advertising. Rightfully so, people were pissed when it aired, and Pepsi pulled it quickly.