The heart of humanity thrives from our universal human emotions and experiences so that we can transcend the status quo. The beauty of this "human" thing is something so simple: Heart. In the world of fast-paced media and technology, humanizing your brand creates more heart. Here's why: 1. It's Risky Risk is not something that we naturally want to seek out. We don't jump out of bed in the morning each day, thinking "I want heart-shattering, intense feelings to overtake my day!" Nope. In the traditional world of business, we tend to think more with our heads and less with our hearts. We wear our masks and scream from the sidelines that "everything is awesome!" While this positive approach has its place in the world, the next shift in business encourages us to no longer play it safe. Why is something like "risk" important today' When you risk your hearts in a human way, you're stretching yourself outsides of the confines of your limitations (that are often self-imposed). In my new book, Humanize Your Brand, I describe how I made up a word as a kid about a feeling, called "the squinzie." It's the sensation that you get when the gravity drops from underneath you on a rollercoaster, and you get scared for a few seconds - before you realize that everything will be ok. And while everything may not always be "awesome!" (like that rollercoaster ride), risk teaches us that everything will be "ok." The squinzie allows us to become awakened in a way that's fresh and exciting. It means that we sit in the front-row seats on the rollercoaster of our lives. This challenges us to feel less guarded and more vulnerable. It's only through this clear perspective that we can open our hearts to an invigorated approach to life and business. Risk allows us to accept the temporary scariness so that we can more easily feel with our hearts. The bonus is the glorious view from the top of the tracks!2. Our hearts are always evolving. After our hearts leap out of our chests during that "risky" first drop, we realize that "everything is awesome" if we allow our hearts to stretch. It's only after this first drop in gravity that we can prepare our hearts to rise to the next level of our humanity. It's in this place where we create the space for fun, serendipity, and business to intersect.Our hearts are evolving so that the next step on the path to our success becomes more heart opening, less debilitating. Sure, we may need a breather in-between the ups and downs of our lives. But we now have the strength to dust ourselves off quicker than ever. We start to uplevel our creativity and consciousness so that we can better understand our evolution. 3. The next paradigm is here. If you're still using traditional media, you are missing out on a huge generation of people who would be interested in your product or services. These people are not reading the newspaper. They are not looking at traditional advertising. This message isn't a warning. It's a new reality that our human hearts are no longer "fit to print." Instead, our human hearts are more fit to fly. According to the Newspaper Association of America, the drastic decline in newspaper advertising over the last seven years leaves the print advertising industry back to where it was in 1950. So, what does this mean' The future is already here. The approach that worked yesterday with your advertising or marketing won't work today. But it's ok. Because this modern approach to "marketing" transcends all of the "stuff" that may have gotten you stuck in the past. And then you smile. You're slowly starting to soar into the white, synchronized Truth of your transforming parts. You're seeing your former self through the lens of your awakened eyes. You're sifting through the broken pieces of what no longer worked, as you open yourself up to the process (not the praise). So, take a deep breath before you fly through the air in your front-row seat. You're about to experience a messy heart and wind-blown hair. But you won't care, because "everything is awesome" when you rise with grace and flair. -- This feed and its contents are the property of The Huffington Post, and use is subject to our terms. It may be used for personal consumption, but may not be distributed on a website. Click here to read full news..