Emotional needs drive behavior. The Right Brain Way takes this powerful concept and details a proven
methodology for uncovering the needs that motivate people to buy a product or a brand. Whether your objective
is to increase market share or to gain a better understanding of your customers, The Right Brain Way reveals
the intrinsic link between consumers' emotions and their wallets.
Dave McLellan struggled to lead the Corvette program from the edge of failure to a resounding success.
See how The Right Brain People helped starting on page 245!