Smart marketers follow the data.
In most instances, the data tells a real and compelling story. And when that story isn’t obvious at first glance, the best marketers don’t stop there — they dig deeper to uncover what’s really going on.
But not all marketers dig into the data. And honestly — there are real reasons why:
Preconceived notions about what works (and what doesn’t)
“Best practices” based more on tradition than proof
No time — when everything feels urgent, deep thinking gets deprioritized
Data isn’t as exciting as building a big creative campaign
Leadership directives that aren’t grounded in data
And the list goes on.
At the end of the day, digging into data often goes against the brain’s natural wiring.
Behavioral science tells us we have two systems of thinking:
System 1 — fast, intuitive, automatic
System 2 — slower, more deliberate, more effortful
The brain prefers System 1. It’s efficient. It conserves energy.
All the reasons above? They keep us operating in System 1.
But digging into data — and especially acting on what the data reveals when it challenges the status quo — requires System 2.
And the brain resists going there unless it absolutely has to.
But here’s why that leads to problems with your marketing:
All of that is internally focused.
It explains how we think.
Why we avoid the hard work.
But it ignores something far more important:
How your customers’ brains actually work.
And that’s the part that determines everything.
Because your customers’ brains are constantly evaluating:
Is this easy?
Does this make sense?
Is this for someone like me?
And when the answer isn’t immediate — when something feels unclear, unfamiliar, or effortful — friction shows up.
And friction changes behavior.
It slows people down.
It causes hesitation.
And often — it leads them to leave.
That’s where a lot of marketing strategies break down.
They’re built around internal goals and assumptions…
instead of external reality.
They reflect how brands want customers to behave —
not how customers’ brains actually work.
And the result?
More friction.
Fewer conversions.
Slower growth.
So what’s a brand to do?
Reframe the inputs you use to guide your decisions.
Yes — that means looking at your data.
But it also means going deeper:
Building deeper customer intimacy
Understanding how people actually make decisions
Designing experiences that align with the brain’s preference for ease
Building internal infrastructure that supports real customer-centricity
Because growth doesn’t come when friction fills the products, services, and experiences you deliver.
It comes from making it easier for people to move forward. Not just for some people. For all the consumers you want to serve.
I went deep on this in my latest episode with Phil Agnew, behavioral science expert, and host of the hit podcast, Nudge (the #1 marketing podcast in the UK) — where we break down how behavioral science explains what’s actually driving customer behavior today, and what brands need to change to keep up.
Is Your Brand Growth Strategy Working With Your Customers’ Brains, Or Against Them?
Listen here: Apple Podcasts | Spotify
Talk soon,
Sonia