If you’re not putting behaviour first it’s time to rethink your marketing

When buying a new car, a new phone, a new mattress, most of us can’t claim to be experts. Navigating countless features and benefits tests our patience and analytical prowess; we’re lay people and choosing is tough.

What’s the process to compare the best battery life, the most comfortable or the safest? Companies muddy the water further with advertising: if every phone is the best, how do I decide what to buy?

On many occasions consumers don’t know what their genuine motivations are. They’re not lying; they’re confabulating.

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