Customers have a nose for BS. They hate ads that overhype or mislead—think “miracle cures” or “instant riches”—and they’ll punish brands...

Getting customers to switch brands is like prying a cat from its favourite perch—they’ll cling to the familiar unless the leap feels safe...

Businesses often tiptoe around big promises, haunted by the ghost of underdelivery. Fear of failing customers—or facing backlash—keeps...

Entering a new market doesn’t require a massive overhaul—just smart, subtle shifts. Here are eight behavior-altering tweaks to attract...