Why the biggest threat to your brand isn’t the competition, it’s the consensus in your conference room
How mixed signals erode customer trust
Why customers remember you but still buy elsewhere
The hidden cost of clever marketing
The insight behind the bold decisions that transformed iconic companies
What nearly broke LEGO and the one question that brought it back
When message and experience don’t align, you pay the price in trust
Why your promise to customers matters more than the product you sell today
Why the path to growth is found in your customer's frustrations, not your favorite features
Why the world’s most powerful brands fight villains, not competitors
The hidden risk behind high satisfaction scores (and what to do about it)
Preference is built when your value is felt before, during, and after the sale
