Marketing & Sales · Guest Story & Episode Recap
Jonathan Lo: Keeping People Interested Through Empathy
Jonathan Lo joins Jet Bunditwong to explore a different way of thinking about marketing: start by taking an interest in people. The strategist, fractional CMO, and author connects his engineering background and humanitarian work with a marketing approach built around empathy and lasting customer relationships.
From engineering to understanding people
Jonathan grew up fascinated by technology and studied electrical engineering. He discovered that what interested him most was applying ideas to solve problems. Learning about global poverty led him into a fellowship with a nonprofit, where he stayed to work in data analytics and later social media.
That move became the beginning of his marketing career. In the conversation, Jonathan describes finding a balance between numbers, technology, creativity, and human behavior. His path shows how skills developed in one field can become useful in an unexpected career.
Looking beyond the customers ready to buy
Jonathan’s book, Keeping People Interested, asks businesses to pay attention to more than the people who convert today. He calls this the 97% Rule: a reminder to consider visitors who may need education, inspiration, or a stronger connection before purchasing.
He presents empathy as a practical discipline throughout the customer journey. Instead of repeatedly asking for the sale, a business can ask what would help someone at their current stage. The lesson is to connect short-term measurement with the work of earning long-term interest.
The human role in an AI-driven market
Jonathan argues that as technology makes it easier to develop products and automate tasks, marketing and branding remain important ways to communicate why a business matters. He sees AI as something that can accelerate work while people provide judgment and creative direction.
The conversation brings data and empathy together. Knowing how a campaign performs matters, but so does understanding the person behind the numbers. For founders, Jonathan’s perspective offers a way to think about growth without losing sight of customer needs.
Business takeaways from the conversation
- Ask what customers need at each stage of their journey.
- Create useful reasons for people to stay connected before they are ready to buy.
- Combine performance data with curiosity about human behavior.
- Use AI to support work while keeping human judgment in the process.
Frequently asked questions
Who is Jonathan Lo?
Jonathan is a marketing strategist, fractional CMO, and author with a background in electrical engineering and nonprofit work.
What is Keeping People Interested about?
The book explores how empathy and ongoing value can help businesses build stronger customer relationships.
What is Jonathan’s 97% Rule?
It is his framework for considering people who do not purchase immediately, rather than focusing only on the small share ready to buy today.
Explore the full conversation
This page summarizes the episode. Listen or watch for the full story in Jonathan Lo’s own words.
Learn more: Jonathan Lo.
