IN CLEAR FOCUS: Jim Pietruszynski, the CEO of the Chicago-based branding agency Soulsight, explains how to uncover and leverage the hidden, emotional drivers of consumer behavior. With over three decades of experience working with iconic CPG brands, including Nike, Campbell's, and Coors, Jim shares his expertise on some of the ways brands can understand the powerful emotions that drive consumer choices and how MOVE, Jim's new research framework, yields deeper insights for brand development.