When you understand why people buy, you can market smarter. Katelyn Bourgoin joins the show to share how you can unlock marketing superpowers through customer research. Listen to this episode to learn: Why customers “hire” products to do a job* How marketers can extract insights from customers Why reviews and testimonials are copy gold Different ways to validate what you hear from customer interviews *Watch the Clayton Christensen video here: https://youtu.be/sfGtw2C95Ms Connect with Katelyn on Twitter @KateBour