I met Kevin a few years ago in Chicago on Cinco de Mayo. We ate delicious Mexican food with our friend, Tiffany. Kevin recently took the leap from Chicago to South China where he is leading the creative group at BBDO, South China. Advertising is either reflecting or creating culture. I was curious to know how much of a transition he had to make to lead his team.

One of the earliest successes I had in this business was a campaign I did for a women’s golf clothing company. I’m not a woman. And if you’ve seen me golf, you’d certainly suggest I’m not a golfer either.

That’s not surprising, of course. As marketers, we have to successfully live in other people’s skin. We have to “practice psychology without a license” and understand, for example, how much a Friday night with the kids at Red Lobster means for a divorced dad working two jobs. Or why some college students decide to attend a church group instead of going clubbing. Or why a retired artist tags along with her grandson and friends to Burning Man. (And why the grandson lets it happen.)

Understanding what people do is what makes what we do so fun.

These days, I’m living in China - arguably the most foreign of foreign countries - and creating work across Asia-Pacific. As you’d expect, the motivations of people here vary wildly from North America. Hell, they often vary wildly from neighbor to neighbor. But the most important task remains: Understand who you’re talking to.

So I read a ton. Talk to anyone willing to speak to a laowei. Ask a lot of follow up questions. Put myself in unfamiliar and often uncomfortable situations. And explore like mad. (For example, I’m currently doing a project called Yearbnb where I use Airbnb all year to stay in a different neighborhood in Hong Kong every week I’m there.)

Yes, it’s difficult to understand the motivations of a migrant factory worker in Chongqing, or a monk in Myanmar. And the task is far more difficult without the ability to eavesdrop. But we have no choice. Because all good communications start with empathy for its audience.

Showing people we understand them is the least we can offer in return for their time. No matter what country you’re in.