Each week I invite one of my speakers to talk about their life, work, passions and leisure so that you can get to know the person who is the speaker behind the mic.
Today my guest is Michael Solomon. Michael “wrote the book” on understanding consumers. Literally. Hundreds of thousands of business students have learned about Marketing from his books, including Consumer Behavior: Buying, Having, and Being — the most widely used book on the subject in the world.
Michael often is asked to provide briefings to global executive teams who want significant increases in their bottom line and who understand that’s accomplished by a deeper connection with their customers.
Michael’s mantra is: We don’t buy products because of what they do. We buy them because of what they mean. He advises global clients in leading industries such as apparel and footwear, financial services and e-commerce, retailing, sports and transportation on marketing strategies to make them more consumer-centric. He is frequently quoted in major media outlets such as The New York Times, USA Today, Adweek and Time.
In this week’s show, Michael and I fight to get heard over an electric drill, I ask why companies continue to focus on new customer acquisition rather than on growing relationships with their existing customers and I find out how to best connect with a post-modern consumer.