“People tell us who they are, but we ignore it because we want them to be who we want them to be.” —Donald Draper, ‘The Summer Man,’ Mad Men, season 4 Our customer’s motivations have two things in common—they are surprisingly few and they are also universal. What’s driving your customer to buy your product…

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Buying is defined as the acquisition of one thing in exchange for something else. Of course it goes beyond ownership or the trading of things. Buying is an exchange of trust and value—a belief in promises we expect will be kept. Selling is described as the transfer of goods or services in exchange for money.…

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