Everything depends on being chosen. Money, profit, subscriptions, likes, shares, referrals: the KPIs we chase are the results of people deciding on your brand over the others. Understanding why people choose tells us how to become the superior choice and achieve business growth.
But each day, new competitors, technologies, and trends are making that choice more complex. Categories are growing crowded with too-similar options, pushing all but the loudest and the richest brands out of sight. And so brands are forced to spend on staying visible and comparable, rather than investing in the differentiation they need to be noticed.