Businesses succeed when they satisfy their customers’ needs. But how can you do that unless you understand what those needs are? The reasons we buy aren’t as obvious as they seem. That’s because we don’t buy product features, we buy the benefits they provide. Two brands that seem very similar may mean something very different to consumers, and sometimes even they can’t tell you why they prefer one over another.We Are What We Buy helps YOU to understand what drives your customers. On every show, we dive into a topic that helps you to decipher the reasons your customers buy or don’t buy. Michael applies over 30 years of doing research on consumer behavior to talk about what drives us. He’s helped by industry experts who share their experiences from the trenches.We Are What We Buy gives you clear and actionable insights you can apply to your business the next day to help you understand what drives your customers.