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Emotional marketing isn’t just for the B2C industry. More and more B2B companies are shifting their story from “what we do and deliver” to “what we can enable for you” to create stronger emotional engagement with customers. These companies aren’t just in their feelings, using empathy in your marketing through your tone and visuals can make buyers feel more understood and influence buyer behavior.

Group brainstorms are a great way to invite diverse perspectives, allowing one person’s idea to inspire another’s until you’ve reached an innovative solution that you probably wouldn’t have on your own. The challenge with group brainstorms? They’re easy to botch. Follow these rules of the road to help you lead and participate in effective brainstorming.

From the McKinsey Design Index to Dieter Rams, we investigate whether good design matters, how we know what good is, and why we get stuck in creating something worthy of the name. We know good design is valuable, so why can’t we all agree on what good design looks like?