The Customer Congruence Test

The best way to solve big problems? Catch them when they’re still small problems. Read on to find out how. “Our return rate is so high!” “Our email subscribers stopped clicking our emails!” When you run into problems like these it’s hard to pinpoint the root cause. Your first instinct will be to zoom in:…More

4 Reasons People Buy Something They Don’t Need

This content was first published in the No Best Practices newsletter on 5.31.2021. If you want to sell people something they don’t need, you’re going to have to understand why people buy things they don’t need. Not trying to throw shade on anyone’s business here, just trying to put things into perspective. To do that,…More