Most brands don't fail by building the wrong product. They fail by misunderstanding the customer's psychology
The Hidden Forces Behind Buying Decisions
“Essential insight into the psychology behind why people buy”
Why Customers Choose explores how the brain evaluates choices and why people rarely decide in the way brands expect. The book examines what happens cognitively and emotionally when we choose, from familiarity, ease and availability to perception, memory and experience. It explains why we tend to choose what feels known, effortless and understandable and how these psychological mechanisms shape preference long before conscious reasoning takes place. The result is an evidence-based view of how decisions are made, and how brands can work with psychology rather than against it.
AB Press Magazine
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A Visual Arsenal for Immediate Impact
Invisible Triggers is the playbook for the other 95% of the decision-making process - the invisible, emotional and irrational drivers that shape consumer choice.
"What is invisible to others today because your competitive advantage tomorrow." Good stuff Karina!
Marty Neumeier
Global branding leader and author
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A Proprietary Visual System of 37 Behavioural Bias Frameworks
What if the answer to your biggest brand challenge isn't another tactic?
What if you were the only one who knew how to access it?
This book is the manual they never gave you.
The ultimate advantage is already hardwired in your customer's brain.
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