I have spent my career getting inside the head of the consumer and/or the end user of products, services and brands. Whether it was conducting focus groups to put myself through grad school or rounding up testimonials for a new product in the local mall – I learned early on that what the buyer perceives and/or believes is key to purchase motivation. Everything matters - from a product’s name, to its claims, from advertising headlines, to packaging, from testimonials, to endorsements. And, at the end of the day, we must understand that the takeaway for the consumer is still very personal. How and to what extent a product, brand or service impacts the life of the buyer is a critical litmus test for marketing success. Whether we’re selling a healthier life, a younger face, a more secure retirement, or a better way to book a hotel … we must identify the underlying benefit for the consumer and make sure our marketing material consistently embraces it in all conceivable channels.