At Think Again Growth we’ve noticed that many of the businesses we work with have been wasting an awful lot of time and money trying to sell to groups of customers whose propensity to choose their brand is very low.

To effectively focus your commercial activities you need to be able to identify the groups of customers whose core needs you are able to satisfy better than your competitors. Daniel Kahneman showed us that these core needs are held at a subconscious level and are predominantly driven by emotional motivations.

Understanding these needs is tough – but it can be done if you are using the right insights tools – and the commercial rewards are very significant.

In this video our co-founder, Andy Brent, explains how we help businesses identify and focus on the customer groups where their potential for sustained, profitable growth is greatest. When you do this the results can be very exciting.

Relevant Books

Thinking, Fast and Slow Daniel Kahneman	The Growth Director’s Secret Andy Brent