When you understand your customers' motivations, then you can start using your marketing tactics way more effectively.

Nancy Harhut is the Co-founder and Chief Creative Officer at HBT Marketing. She's also an expert in behavioral science and its intersection with marketing.

Daniel and Nancy discuss why you don't just need to get the right message to the right person - you need to do it in the right way, how the powerful Endowment Effect can influence sales people, and why autonomy bias is a practical tactic all marketers can put to use.