Why Customers Really Buy

Acknowledgments

We’ve been fortunate that so many people have been an ongoing source of encouragement, support, and guidance throughout the process of writing this book.

It was Beth Ravit, who began as our client and later became our good friend, who first urged us to share our technique of emotional-trigger research. We are grateful for her input and for her steadfast belief that our story should be told.

The contributions of our colleague and dear friend, Ric Wanetik, are too numerous to list. Ric’s vision gave the book its shape and direction. His creativity, professional insights, and boundless generosity were invaluable and will always be remembered as a treasured gift. We are profoundly grateful.

Judith Rothman, a longtime friend and respected ...