In 2007, the New York Times proclaimed that in New York “Anywhere the Eye Can See, It’s Likely to See an Ad” and added “blank spaces” to the endangered list. If anything, over a decade later, the problem is even worse. If you have a great story to tell, how are you supposed to cut through the clutter to reach your target consumer? The answer is to create custom messages that are perfectly crafted to reach your consumer. To do this, you need to use the most important yet underrated skill in Marketing: empathy.