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How well do you know the backstory?

If you want your widget to be chosen, you must further the story line or resolve the dilemma.

I don't buy it that consumers make impulsive decisions. They make quick decisions. They make habitual decisions. They make decisions with very little thought. And they make emotional decisions. But calling it impulse leads people to believe it is a random purchase. There is always a story behind the decision. You must find that story. Then you must fit your product into the narrative in a way that helps the story unfold as the buyer hopes.

  • “ Attention is a discipline. ”
    — Brad Bennett
  • “ My clients have great ideas. They just need help connecting those ideas with consumers at the deepest level. ”
    — Brad Bennett
  • “ We seem to have lost track that we are in the people business, not the products business. ”
    — Brad Bennett
  • “ Team misalignment wastes time and money. Clients cannot afford not to do deep consumer insight work. ”
    — Brad Bennett
  • “ Superficial research produces superficial strategies. Imagine the implications. ”
    — Brad Bennett
  • “ Curiosity is a close cousin to wonder. I’m frequently in awe of the amazing things we learn. ”
    — Brad Bennett
  • “ Entrepreneurs don’t need me. They create products for their own needs. That’s rarely true in large companies. ”
    — Brad Bennett
  • “ The littlest things are big. ”
    — Brad Bennett
  • “ Distraction distances people and opportunity. ”
    — Brad Bennett