What Your Customer Wants and Can’t Tell You
Unlocking Consumer Decisions with the Science of Behavior Economics
by Melina Palmer
Why this is on my list.
Author Melina Palmer’s podcast, The Brainy Business, has become a favorite of mine as a strategist with a psychology degree. In fact, when I first discovered it, I sent her a message to tell her that she basically put my brain into words. So when I saw this book was being released, it quickly went to the top of my list. Gaining a deeper understanding of why people act the way they do is invaluable, even more so when driven by research and actual examples. Palmer does an intelligent and approachable job of breaking this down and making it applicable and actionable – and will strengthen my approach to projects and clients, where this subconscious behavior comes into play every time.
One major takeaway.
“Working with the brain-helping the rider and the elephant on the same path-is always easier than trying to pull the elephant along.”
Who I recommend this for.
Every brand strategist, marketer, advertiser, or anyone else whose work strives to influence buyer behavior in measurably scientific ways. Every salesperson who resists those efforts by their marketing teams to strengthen brands, build trust, and impact revenue by not pushing sales. This group of people will benefit greatly by better understanding that marketing and sales actually complement each other, work together in the same sales journey, and move towards the same end goal.