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Humans have a mental blind spot. To prioritize among information, our brain decodes the meaning of messages we see by making relative comparisons. So, both the context and presentation of...

Comparability is not positive when you want to sell a premium product. The trick is to move from intellectual competition to more emotional. A product is tangible and possible to...

Like ducklings imprinting on the first thing they see, the human brain clings to initial associations – especially first impressions or media cues. These quickly shape our perception and strongly...

Swedish companies have a unique competitive advantage through their origin. Unfortunately too few use this strategically, probably in an attempt to appear “global”. But lacking a clear origin risks making...

If you understand how the human brain makes decisions, you can also predict how your customers will act at a given decision point. And how the right communication can influence...

Many B2B companies are poor at using creativity and emotional communication as tools for driving sales. In doing so, they miss a huge growth opportunity since creative communication is proven...

Do you follow Daniel Kahneman, Robert Cialdini and Rory Sutherland? If so, you've realized how important behavioral science is as a base for communication and marketing. If not, or as...

Only one company can become an agency’s biggest client. But all have the opportunity to become your agency’s best client. Biggest or best means that you will get extra attention,...

As a salesperson and/or presenter, it’s easy to fall into the trap of assuming the customer knows much more about the subject, company our products than they actually do. The...

I dare to say that many of the successful companies I have met lack knowledge about why their products are bought – specifically which perceptions about the company, the product,...