Customer Psychology: Why Don't People Buy Your Stuff?

<p>Welcome to Grit &amp; Growth’s masterclass on marketing, featuring Jonathan Levav, Stanford Graduate School of Business professor of, you guessed it, marketing. Levav provides insights and advice on the psychology of customer marketing so you can learn how to get into the heads and hearts of your customers, influence their decision-making, and get them to choose your brand over the competition.</p><p>Professor Levav has a PhD in marketing with a passion for exploring the brains and guts of decision-making — digging deep into why customers gravitate to one brand over another. Talking to customers is the best (and according to Levav, the only) place to find the answers.</p><p>“People think that their task is to make a product. Their task is to understand customer needs and to create a product that meets those needs. And I think that if you're the CEO of a company and you don't speak or interact with customers at least once a week, you're not doing your job,” advises Levav.</p><p>His research and teaching focus on the psychological dimension of marketing — or why we consume. As he says, “If we just consume things because of functionality, there's no way we would pay what we pay for Apple phones, for Nike shoes, for clothes, like nobody would do it.”</p><p><strong>Top Six Masterclass Takeaways&nbsp;</strong></p><ol><li><strong>Entrepreneurship is personal. </strong>Levav encourages you to figure out what type of problems you like to solve. “Some people like construction, some people like rice, some people like technology, some people like chicken wire. There's plenty of needs you could potentially address — some more profitable, some less profitable. Ultimately, the decision is kind of: What do you like to do most?” he explains.</li><li><strong>Don’t be so literal. </strong>Levav encourages marketers to go beyond describing simply what a product or service does. He says, “You can appeal to people in lots of different ways, and you can create competitive advantages along values that are way beyond the very