Do you know why people buy your company’s brand and category? Are you really sure?

Often we’re fooling ourselves…or at least not digging deep enough to understand how these crazy people called “customers” actually make decisions.

It takes lots of curiosity—and usually getting personally embedded in a business—to see how things really work.

Here I share the lesson I first learned from my friends on Downy—the product that’s really Love in a Bottle—then went on to practice myself on Mr. Clean Magic Eraser and in my advertising agency.

Digging into the real reasons people buy your product or service can unearth directions for innovation and differentiation. It can also highlight blind spots where customer retention is at risk.

And you just might use it to learn more about yourself along the way.

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