Influence is Not a Four-Letter Word

December 12, 2019
Hosted by Dr. Michael Solomon

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Guest Information

Episode Description

Marketing is all about an exchange of value. But how can you create and share value if your customers don’t know or believe you have it? That’s why influence is so vital to successful marketing. Just as there are many ways to skin a cat, there are many ways to say the same thing. Some make an impact, and others don’t. My guests will share their approaches to the art and science of influence to show you how to let your customers sit up and take notice of the value you have to offer.

We Are What We Buy

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Businesses succeed when they satisfy their customers’ needs. But how can you do that unless you understand what those needs are? The reasons we buy aren’t as obvious as they seem. That’s because we don’t buy product features, we buy the benefits they provide. Two brands that seem very similar may mean something very different to consumers, and sometimes even they can’t tell you why they prefer one over another.

We Are What We Buy helps YOU to understand what drives your customers. On every show, we dive into a topic that helps you to decipher the reasons your customers buy or don’t buy. Michael applies over 30 years of doing research on consumer behavior to talk about what drives us. He’s helped by industry experts who share their experiences from the trenches.

We Are What We Buy gives you clear and actionable insights you can apply to your business the next day to help you understand what drives your customers.

Dr. Michael Solomon

Dr. Michael Solomon literally “wrote the book” on understanding consumers. Hundreds of thousands of business students have learned about Marketing from his 30 plus books including “Consumer Behavior: Buying, Having, and Being,” the most widely used book on the subject in the world.

Much in demand as a keynote speaker, Michael often is asked to provide briefings to global executive teams who want to forge a deeper connection with their customers. Michael advises global clients in leading industries on marketing strategies to make them more consumer-centric.

Michael regularly appears on television shows including The Today Show, Good Morning America and CNN to comment on consumer issues, and he is frequently quoted in major media outlets such as The New York Times, USA Today, Adweek and Time. Michael also is a regular contributor at, where he writes about consumer behavior, marketing and branding. His latest book is “Marketers, Tear Down These Walls: Liberating the Postmodern Consumer.”

As a Professor of Marketing (in the Haub School of Business at Saint Joseph’s University in Philadelphia) and an industry consultant, Michael combines cutting-edge academic theory with actionable real-world strategies. He helps managers get inside the heads of their customers so they can anticipate and satisfy their deepest and most pressing needs, today and tomorrow.

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