Praise for Why Customers Really Buy
and Emotional Trigger Research

“This book is a must read for every executive charged with finding and retaining customers in a highly complex and competitive global marketplace.”
David Hilfman

Senior Vice President Worldwide Sales – Continental Airlines


“The Emotional Trigger Research interviews you conducted over several years provided critical, sophisticated and powerful insights. Your proprietary technique of unmasking these insights, combined with pragmatic and strategic recommendations, have provided a valuable roadmap which continues to make a significant contribution to the successful turnaround of our company. Our ability to improve our value proposition and become more responsive to our membership has been aided immeasurably by the work you’ve done. The assignments you’ve undertaken have all delivered the same innovative, hard edged and practical results.”
Pamela Forbes Lieberman

Former Chief Executive Officer – True Value Company


“The increasingly difficult challenge of creating business value and sustaining growth makes Emotional Trigger Research invaluable. An essential primer for every business leader.”
Connie Lange Merrill, Ph.D.

Professor, Jones Graduate School of Management – Rice University
Former Executive Shell Oil Company


“You can read every classic marketing book out there but if you don’t understand the emotional triggers that drive your customers you’re losing sales. Linda Goodman spoke with our customers using the Emotional Trigger Research approach introduced in Why Customers Really Buy. The findings surprised us, destroyed some long held beliefs, and turned our marketing and sales strategy in a brand new direction.”
William N. Anderson

Former CEO / Board Member / Private Investor


“A compelling case for why understanding your customers’ emotional triggers is essential for driving sales.”
Stephen Whittaker

Director of Corporation Communications – Schlumberger


“The fundraising advice falls outside the typical and formulaic, and is instead strategic, focused and market driven.”
Georgia Nugent

Former President Kenyon College


“Michelle and Linda bring a clear understanding of what drives customer decision making, opening up unseen opportunities for growth.”
Doug Fields

President – VAM Drilling USA, Inc. – Vallourec Group


“The research you conducted has provided insights that have driven major changes in our business and been critical to our continuing growth and success.”
Stephen D. Judge

Former President RAPP – Dallas


“Goodman and Helin have written a book jam-packed with real world stories that demonstrate why uncovering customer emotions is the new frontier for increasing sales. Their smart and innovative technique really works.”
Henry L. Mittelman

President & Managing Partner – AGENTA Partners LLC
Former Managing Director KPMG