Without fail, every initial meeting I attend, brands are desperate to understand why their product sales aren’t as high as they hoped. Immediately, they assure us of how good their product is. How revolutionary it is. How much stronger, lighter, more powerful, cheaper, more fashionable it is compared to that of their competitors. They are inherently obsessed with the utility yet don’t understand why consumers are not responding to their micro analysis. This particular approach isn’t necessarily wrong but perhaps misguided.