There’s a fundamental mistake made by almost all companies around the way consumers choose between brands. Many don’t realize that decisions are driven by the subconscious, triggered by ‘moments’ that influence purchasing habits, nor that this mistake leads them to construct complex, expensive and ineffective commercial plans.

In the second episode of the Growth Paradox series, based on the book of the same name, HT Contributing Editor, Andy Brent will be in discussion with Phil Anderton, Founding Partner of Bloom Group Consulting and the former CMO and Chairman of the ATP World Tour Finals.