Consumer psychology and Neuroscience. Why customers actually buy. After more than 500 market research studies, Grant Gooding's team found fewer than 1 in 25 organizations can correctly identify what matters most to their own customers.

Grant C. Gooding is the Founder and CEO of PROOF, a Kansas City research company specializing in emotional market research — measuring the emotions and motivations behind buying decisions using neuroscience and behavioral science. Before founding PROOF, he spent roughly a decade in mergers and acquisitions as a certified business valuation expert, analyzing and transitioning hundreds of companies. It was there he became fixated on why nearly 70% of acquisitions fail, and the answer he found became his company.

In this episode, Ebrima Abraham Sisay and Grant Gooding get into how personal beliefs concrete around age twelve and drive decisions for the rest of your life, why leaders are structurally blind to their own customers, and the ceiling on how many people a single culture can hold before it breaks.

What we cover:— How beliefs form in childhood and shape every decision after— Why fewer than 1 in 25 companies know what their customers value— The 70% acquisition failure rate that started his career— Why leaders become victims of their own perspective— The natural limit on organizational culture and what to do about it— The leadership rule: good outcomes belong to your team, bad ones belong to you

Connect with Grant Gooding:

Website: https://proofpositioning.com

LinkedIn: https://www.linkedin.com/in/grantgooding/

Sign up to the newsletter: https://ygnsummit.com/
Watch more from You Gotta NO! — Leadership. Mental health. Real conversations: https://ygnpodcast.com