Growth Starts with Understanding People

I’ve spent most of my career sitting in rooms where the conversation eventually turns to growth.

How do we increase sales?

How do we attract new customers?

How do we strengthen loyalty?

How do we gain market share?

They’re all great questions. But I’ve learned along the way that growth rarely starts there. Growth starts with people. Before there is a customer, there is a person. Before there is a purchase decision, there is a need to solve, a frustration, or a problem waiting to be solved. Brands and organizations that consistently grow are often the ones that take the time to understand the who, what makes them move and how can that brand solve the problem. It’s not always about the numbers, if you listen to your consumer the dollars and followers will come.

Some of the most meaningful work I’ve been part of started with a simple observation. Time spent doing what the consumer does on a daily basis. Consumers want to feel seen and heard. Shoppers want a better experience to help them buy the right product. And retailers want stronger category growth.

One of the biggest mistakes most brands make is assuming they already know what matters to the people they serve.