Behavioral economics is the future of maximizing brands and businesses. In this book, learn how to consumer brain works and creatively (and effectively) market your brand. Why do you buy certain cereal brands and not other? What turns buyers off immediately and what keeps them coming back? Use all the knowledge in these pages to optimize your prices, increase sales, create better, "brain-friendly" brand messaging, and be a more effective leader. In What Your Customer Wants and Can't Tell You, business owner, consultant, and behavioral economics expert Melina Palmer explains the neuroscience of consumer behavior. She helps leaders like you use innovation, the consumer psychology, and truly impactful branding to achieve real, bottom-line benefits. This book goes beyond an academic understanding of behavioral economics and into practical application, offering information and tools you can actually use to understanding the needs of your customer and influence their decisions. Go beyond data science for business and apply behavioral economics!