What Your Customer Wants and Can’t Tell You

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At the end of 2019, Bloomberg named "behavioral scientist" as the top job for the next decade. Corporations around the world are hiring in this category and looking for ways to incorporate behavioral economics into their businesses. Behavioral economics is the future of brands and business-this book will help those interested in the psychology of the consumer, innovation, and truly impactful branding turn their curiosity into bottom-line benefits. While these are written by leaders in the field and (mostly) easy to read by the average consumer (Kahneman's book in particular is quite weighty), they are still very academic in their view and approach. Unlocked will be different because it takes behavioral economics out of academia and into application with an engaging tone and a framework people can actually use. In addition, the author's is one of the very few female voices in this male-dominated space. There are not many behavioral economists out there yet, and those in the mainstream are nearly all men. Unlike the other authors, Melina am a woman with a master's in behavioral economics, a background of working within business (leading marketing and brand work for a financial institution), as well as launching a business with a successful podcast.