Writing is intuitive. And so are the emotional responses it evokes. In 2019, Sharmin Ali, founder and CEO of Instoried, decided to tag 30 million plus data points (read sentences from multiple sources and platforms, including social media and blogs, as well as from a few partners globally) to their respective emotions and tones, and build a tool that could help gauge the empathy quotient of content. The idea was that if the content exuded the right kind of emotion, it would resonate and increase engagement with audiences.