Your customers aren't picking a competitor over you. Most of the time, they're just not thinking of you at all.

My guest, marketing scientist Byron Sharp, wrote How Brands Grow, the book that rewired how marketers think about growth.

In this episode:

• Why most lost sales were never a real competition (mental availability)

• Mental vs physical availability, and why both drive growth

• Why loyalty programs and retention barely move the needle

• The over-segmentation trap: why growth means reaching everyone

• Why boring, consistent brands like Toyota quietly win

Links:

• Ehrenberg-Bass Institute: https://marketingscience.info/

• How Brands Grow: https://global.oup.com/academic/product/how-brands-grow-9780195573565

• Byron Sharp on LinkedIn: https://www.linkedin.com/in/professorbyronsharp

Beyond the Algorithm with Alex Chich. Deconstructing how winners decide on marketing.

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