Duncan Wardle is former vice president of innovation and creativity at Disney, the world’s most creative organization, the Walt Disney Company. He now serves as an independent innovation and design thinking consultant, helping companies embed a culture of innovation and creativity across their organization.
Have you ever thought of pricing beyond cost + margin?
Did you ever notice the way you make decisions by available choices?
Did you ever feel curious when a book judged by its compelling cover became a boring read?
Have you ever thought why a shirt is priced at 2999 instead of 3000?
Why do we do the things we do? What is it exactly that drives our action? What do we know about our motives? A consumer decision-making journey is not easy to understand. We rarely make rational choices in our lives and our purchases…