GuideWell recently issued an Enterprise Operations Center (EOC) policy regarding COVID-19, which has recommendations by health officials for large organizations to limit and postpone all employee gatherings. To comply with GuideWell's policy, we have canceled all Regional Block by Block workshops until further notice. 

Radical Customer Empathy: A Series of Two-Day Workshops

Presented by Danya Shea & Bryan Noel, authors of Radical Customer Empathy

In Collaboration with

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The future we hope for is built on empathy. In this program, you will learn how to apply and systematize empathy into your marketing or fundraising efforts to achieve your growth objectives. The workshops can be attended individually, or as a cumulative two-part series. Outcomes from the first workshops can be built upon in the last workshops to combine all activities into a robust marketing or fundraising plan...all anchored in empathy.

Who Should Attend

  • Forward-thinking founders and leaders seek models and frameworks that improve their efficiency and scale their impact.
  • Social innovators who want to improve their marketing or fundraising decision-making abilities and train their team to be more effective should attend one or all workshops.
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Workshop 1: Identifying Customers or Stakeholders

As a result of this workshop, it will be easier for participants to discuss their target audience with stakeholders and staff. They will have clarity on what groups to engage first to meet their objectives.

Agenda Includes:

  • The Role of Empathy in Business
  • Market or Audience Segmentation
  • Humanizing Segments

Activities Include:

  • Completing a TAM/SAM/SOM market segmentation worksheet (11x14)
  • Completing an Ideal Customer Sketch canvas (11x14)

Workshop Prerequisite:

  • Come with an understanding of your market or audience and general demographic information such as region, age, income, etc.
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Workshop 2: Creating a Marketing Journey

As a result of this workshop, participants will gain inspiration and clarity when discussing a go-to-market plan with partners and staff. It will also help identify what marketing/fundraising activities and assets to invest in first for the highest value and quickest return.

Agenda Includes:

  • The 6 Psychological Stages of the Modern Buying Journey
  • Brand Experience Planning
  • Selecting Marketing Channels & Content

Activities Include:

  • Completing an Ideal Customer Journey canvas (full poster-size)
  • Completing a 90-Day Quick Start Guide (full poster-size)

Workshop Prerequisite:

  • Bring your work from Workshop 1 OR a character sketch/persona sketch of your ideal customer or stakeholder.

Available Workshop Dates

March 12-13 | Jacksonville, FL

Florida Blue Jacksonville Campus Conference Center   
4800 Deerwood Campus Parkway
Jacksonville, FL 32246

March 23-24 | Miami, FL

Florida Blue South Florida Miami Campus  
8600 NW 36 Street
Doral, FL 33166

April 9-10 | Orlando, FL

GuideWell Innovation Center 
6555 Sanger Rd
Orlando, FL 32827

April 23-24 | Tampa, FL

Tampa Bay Wave 
500 E Kennedy Blvd #400
Tampa, FL 33602

About the Presenters

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Danya Shea

Creator, Activator, Advocate

Danya Shea is your on-call market-acquisition strategist and technologist. As an advocate and activist, she stays on top of rapidly changing trends in consumer behavior and expectations. Keeping objectives in full-view, she insists data be meaningful and clear to support rapid decision-making.

Shea’s leadership and teaching on empathy in business and modern business design has earned her recognition by the Orlando Business Journal as one of twelve 2016 Economic Game ChangersWomen Who Means Business and a 2015 Top 40 Under 40. As a thought leader, she has appeared on FOX35, PBS, NEWS13 and in the Orlando Sentinel.

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Bryan Noel

Co-Founder

Bryan J Noel is a brand-focused and process-driven management consultant with experience informing go-to-market plans, early stage company growth strategies, and global brand creative executions. Bryan seeks frameworks and implementation strategies that are not consultant dependant, but that realize the full potential of organizational leadership and teams. With career experience in management positions, creative consulting, and founding roles, Bryan has an empathetic view into the leader’s desire to meet and exceed organizational objectives.


Bryan has partnered with over 150 organizations, including American Cancer Society, Ogilvy and Mather, Goodwill, Blue Cross Blue Shield, in effort to design strategic recommendations that meet organizational objectives. Bryan is currently working through early stage validation for the 5th company he has launched or been a part of growing. His entrepreneurial spirit started while in middle school with the launch of a recording studio out of the parents basement of his business partner.

About FervorWorks

We help brands develop radical customer empathy. Through our daily or monthly engagements, we position your team to know your customer, market smarter, and sell more.

Got Questions?

If you have questions, please email erin.munchick@guidewellinnovation.com.

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