Finding Invisible Needs: The New Psychology of Innovation

There are many frameworks to help companies discover the visible needs of customers, but no tools to help them uncover the deep-seated emotional needs of customers. Yet, ignoring or misjudging these needs comes at a hefty price. 1) It leads us to create products customers don’t want. 2) It leads us to create products customers … Continue reading Finding Invisible Needs: The New Psychology of Innovation

The Secret of Customer Success: Bridging Emotional Needs

The power of emotions has been known for millennia. Aristotle first emphasized the importance of emotions in his rules of persuasion. In the last century, neuroscience unequivocally demonstrated that emotions play a central role in decision-making. We all know that customers do not make decisions based on logic alone. Yet, with some exceptions, human emotions … Continue reading The Secret of Customer Success: Bridging Emotional Needs