CONNECTING WITH CUSTOMER EMOTIONS Comparing smart watches has stretched through the night. At last, the list was whittled down to two. An economical version and

HOW WE PAINT OURSELVES A History of Competition We all want to paint ourselves in the best light possible. Have you ever noticed how friends

WHAT CUSTOMERS WANT TO AVOID People say they want the best product, but what they really want is for a product to help them avoid

DOING GOOD Why Recycle? Have you ever started recycling and then suddenly stopped at some point later? My guess is the only reason you would

PROVIDE CONTROL Imagine placing an order with Amazon and no shipping time frame was provided. The product supplier simply said, “we’ll get it to you

PEOPLE DON’T BUY WHAT MAKES SENSE People don’t buy things that make the most sense. They buy things that make them feel good. Case in