William Cusick: All Customers Are Irrational

Consultant and CEO of Vox, Inc. William Cusick shares the shocking news that your customers are irrational. He describes how recent research in neuroscience confirms that customers make their decisions to buy a product or service on emotion. Logic is only applied later as a rationale for the purchase. He shares tips for making certain your brand promise appeals on an emotional level. He points out the importance of seeing your business from your customer's point of view. He also shares how to better retain customers by developing an emotional attachment to your business.