Mango What Your Customer Wants and Can't Tell You

This must-read book is exactly what it promises to be. Melina Palmer conversationally explains the psychology of customer decision-making and provides effective strategies. Rather than a dry, lofty textbook on behavioral economics, the author cuts through complex content with concise language and illustrative analogies.I am a director of marketing and communications for an organization launching a commercial B2B product. While I love learning and diving deep into concepts, I don’t really have time to dive too deep into a behavioral economics book like Thaler’s “Misbehaving” when trying to refer back to concepts to implement. If “Misbehaving” is the academic study and history of behavioral economics, Palmer’s “What Your Customer Wants and Can’t Tell You” is the educational how-to guide. I appreciate having a resource like this book that I can refer back to.This book explores how consumers make decisions, not how consumers think they make decisions. We often think we are ruled by logic as we make purchases. But how we think we will behave is not always how we actually behave. I’m excited to implement actual strategies in my organization to pave the route from prospect to customer.It is organized logically. First you get an education on concepts. At the end of each concept chapter are application exercises and a cross map to Palmer’s podcasts if you want to dig deeper. (Her podcast, the Brainy Business, is excellent BTW. It’s what first introduced me to Palmer.)Following that, she shows how to apply those concepts. She shows how they all play a part and intermingle to guide marketers, entrepreneurs, and anyone interested in selling their products/services. I personally found the chapters, “How to sell more of the right stuff” and “What problem are you solving” to be particularly useful to my work in marketing.This book is definitely one I’ll be keeping and referring back to. Buy your own copy. I’m not sharing.

Excellent read - a run through the psychology of buying

I have highlighted and marked up this book like crazy! The concepts build from first to last and all of them are very simple to implement; from little language tweaks in communications to clients and prospects to full on marketing reconfiguration, and everything in between. I bought another copy for my team member so we could read through and implement together. Buy it and use it.

I've been working at the intersection of Behavioral Science and Innovation for over 15 years now. I understand the territory well, and love that I can keep learning more and figuring out new and better ways to press my learning into service for my clients. What Your Customer Wants and Can't Tell You has already begun giving me insights and practical tips, helping me to try more and better ways to serve my clients.What the author has done an *exceptional* job of is (1) breaking down tricky concepts to make them relatable and (2) then making it easy to start applying your learning. Through her actions, Melina shows that the learning she's encouraging us toward is that which actually increases our capabilities. This is not a book of dry abstractions (even as much fun as that can be for some of us!), but of experimentation and richer engagement with our world.What Your Customer Wants and Can't Tell You is an enjoyable read with insights galore and opportunities abounding for us all to do better. If you care about serving your customers better, you will want this very useful resource to help you get past the nonconscious gremlins that make that effort harder than it need be.It's exciting to see The Behavioral Revolution finding so many great ways for us to get involved and make a difference. Melina's contribution here is essential.

Absolutely no new content. Just repeating things that we knew and used already some 25 years ago in different words. Not useful at all.