“There is nothing as practical as a good theory” was Kurt Lewin’s (1943) way of asserting the value of theory in guiding research that addresses broad social problems. But psychological theory also ...

Gone are the days when customers would stroll into a store and chat with a salesperson to learn about your products. Today, shoppers discover brands on their own, conduct online research and either ...

1. What are my customer’s pain points? It’s a broad and sweeping statement (every business suffers from its own set of unique roadblocks, after all) – but in B2B, truly recognising your prospect’s ...