Donna J. Sturgess

President, Buyology Inc,formerly Global Head of Innovation, GlaxoSmithKline

For most of my professional career, marketers have worked to create value in products by developing rational features and benefits, like new or faster functionality. The fundamental weakness with this approach is that, as consumers, our responses to rational features account for only 15 percent of all the decisions we make. The rest of the decision process operates subconsciously, where emotion dominates. The result of the traditional marketing approach is that customers experience a “sense” gap.

It is time for business to come to its senses and recognize that emotion is the single greatest lever it has in accelerating market performance. Emotions ...

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