• "This is provocative and incredibly practical."

    Pam Radford, Senior Director, Global Marketing


  • "Super interesting - a new and predictive way to understand customers."

    Mark Staples, Editorial Director

    McKinsey & Company

  • "I can't look at advertising the same way anymore."

    Kyle Eckhart, SVP Growth

    Rain the Growth Agency

  • "I can't believe no one has looked at this topic before. It's hiding in plain sight."

    Thierry Zamora, Growth Strategy Consultant

    (PayPal, Twitter, GoPro, EA)

  • "Fills a fascinating gap in how clients should understand their audiences."

    Steve Middleton, Director of Strategy

"I've looked at customer and market insights for decades and have not seen anything this powerful. Liberal and conservative customers largely align with different brands, consume different media, and buy different products - yet we, as business people, don't look at this because it feels like politics.

By focusing on the worldview - how the two groups see the world, what their values are, and what they believe to be true - you can tap into powerful new insights to drive growth. It's about themes and mindset, not politics. I'll show you how."

Chris Peterson, author of Red and Blue Customers

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