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Apr 20 2025

How Inconsistent Brand Messaging Quietly Undermines Everything Else You’re Investing In

By Michael Lynch Branding & Identity, Conversion Optimization & Sales Psychology, Marketing Strategy & Growth

There's a test we run early in almost every diagnostic engagement. We ask five people inside the company — separately, without preparation — to answer a simple question: "What does this company do, and why should someone choose you over the alternatives?" The answers are rarely the same. Sometimes they're…

Mar 30 2025

The Decoy Effect and Why Most Pricing Structures Are Working Against You

By Michael Lynch Pricing & Revenue Growth, Conversion Optimization & Sales Psychology, Marketing Strategy & Growth

The Decoy Effect and Why Most Pricing Structures Are Working Against You A 1992 study by Dan Ariely, Joel Huber, and John Payne demonstrated something pricing strategists have been applying carefully ever since: adding a third option to a two-option choice can change which of the original two options buyers…

Jan 03 2024

The Commercial Argument for Brand Identity That Most Leaders Never See

By Michael Lynch Branding & Identity, Business Strategy & Positioning

The Commercial Argument for Brand Identity That Most Leaders Never See When was the last time a buyer chose you, and you could point to exactly what made them choose you over the alternatives? Most business leaders cannot answer this question with any precision. They have a general sense —…