What do Howard Hughes and 50 Cent have in common, and what do they tell us about Americans and our desires? Why did Sean Connery stop wearing a toupée, and what does that tell us about American customers for any product? What one thing did the Beatles, Malcolm Gladwell, and Nike all notice about Americans that helped them win us over? Which uniquely American traits may explain the plights of Krispy Kreme, Ford, and GM, and the risks faced by Starbucks? Why, after every other plea failed, did “Click It or Ticket” get people to buy the idea of fastening their seat belts?
What do people want? What is the new American psyche, and how do America’s shrewdest marketers tap it? Drawing from dozens of disciplines, the internationally acclaimed marketing expert Harry Beckwith answers these questions with some surprising—and even startling—truths and discoveries about what motivates us to buy. Download and start listening now!