Red & Blue Customers: How to Drive Growth and Manage Risk in Today's Conservative and Liberal Markets
"Super interesting - a new and predictive way to understand customers."
Mark Staples, Editorial Director
McKinsey & Company

"Red & Blue Customers goes beyond politics to highlight the underlying values of distinctly powerful customer segments. With troves of tangible insights, this book can be used by go-to-market professionals in any industry to capture buyer engagement, win trust, and ultimately drive growth."
Justin Gray, Managing Partner
In Revenue Capital

"If you want to understand what drives customer behavior, you need to know their worldview. That's what this book is about."
Marilyn Davis, Managing Partner
Rain the Growth Agency

"Chris's writing and research have changed the way I think about myself and my customers. It is essential reading for any business leader selling into a diverse marketplace."
Peter Koshland, CEO
Koshland Pharm

"Chris Peterson's Red & Blue Customers offers an insightful exploration of how personal values shape market behavior in today's polarized world. Essential reading for those who want to stay ahead of the evolving market landscape."
Vincent Serpico, CEO
Founders Workshop

Conservative and liberal customers have diverged with the brands they trust and the products they buy - yet few businesses consider the distinction as market insight. The result is lost opportunity and potential market backlash. Now you can understand how these two groups see your brand and marketing - through their conservative and liberal values - to drive growth and manage risk in a completely dispassionate manner.

Red & Blue Customers provides the first comprehensive review of why conservative and liberal customers buy what they buy, so marketers can sell more to both groups. Readers learn how to understand conservative and liberal customers at a market level through specific personal purchase values while accessing strategies for improving marketing performance today.
1146405078
Red & Blue Customers: How to Drive Growth and Manage Risk in Today's Conservative and Liberal Markets
"Super interesting - a new and predictive way to understand customers."
Mark Staples, Editorial Director
McKinsey & Company

"Red & Blue Customers goes beyond politics to highlight the underlying values of distinctly powerful customer segments. With troves of tangible insights, this book can be used by go-to-market professionals in any industry to capture buyer engagement, win trust, and ultimately drive growth."
Justin Gray, Managing Partner
In Revenue Capital

"If you want to understand what drives customer behavior, you need to know their worldview. That's what this book is about."
Marilyn Davis, Managing Partner
Rain the Growth Agency

"Chris's writing and research have changed the way I think about myself and my customers. It is essential reading for any business leader selling into a diverse marketplace."
Peter Koshland, CEO
Koshland Pharm

"Chris Peterson's Red & Blue Customers offers an insightful exploration of how personal values shape market behavior in today's polarized world. Essential reading for those who want to stay ahead of the evolving market landscape."
Vincent Serpico, CEO
Founders Workshop

Conservative and liberal customers have diverged with the brands they trust and the products they buy - yet few businesses consider the distinction as market insight. The result is lost opportunity and potential market backlash. Now you can understand how these two groups see your brand and marketing - through their conservative and liberal values - to drive growth and manage risk in a completely dispassionate manner.

Red & Blue Customers provides the first comprehensive review of why conservative and liberal customers buy what they buy, so marketers can sell more to both groups. Readers learn how to understand conservative and liberal customers at a market level through specific personal purchase values while accessing strategies for improving marketing performance today.
14.99 In Stock
Red & Blue Customers: How to Drive Growth and Manage Risk in Today's Conservative and Liberal Markets

Red & Blue Customers: How to Drive Growth and Manage Risk in Today's Conservative and Liberal Markets

by Chris Peterson
Red & Blue Customers: How to Drive Growth and Manage Risk in Today's Conservative and Liberal Markets

Red & Blue Customers: How to Drive Growth and Manage Risk in Today's Conservative and Liberal Markets

by Chris Peterson

Paperback

$14.99 
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Overview

"Super interesting - a new and predictive way to understand customers."
Mark Staples, Editorial Director
McKinsey & Company

"Red & Blue Customers goes beyond politics to highlight the underlying values of distinctly powerful customer segments. With troves of tangible insights, this book can be used by go-to-market professionals in any industry to capture buyer engagement, win trust, and ultimately drive growth."
Justin Gray, Managing Partner
In Revenue Capital

"If you want to understand what drives customer behavior, you need to know their worldview. That's what this book is about."
Marilyn Davis, Managing Partner
Rain the Growth Agency

"Chris's writing and research have changed the way I think about myself and my customers. It is essential reading for any business leader selling into a diverse marketplace."
Peter Koshland, CEO
Koshland Pharm

"Chris Peterson's Red & Blue Customers offers an insightful exploration of how personal values shape market behavior in today's polarized world. Essential reading for those who want to stay ahead of the evolving market landscape."
Vincent Serpico, CEO
Founders Workshop

Conservative and liberal customers have diverged with the brands they trust and the products they buy - yet few businesses consider the distinction as market insight. The result is lost opportunity and potential market backlash. Now you can understand how these two groups see your brand and marketing - through their conservative and liberal values - to drive growth and manage risk in a completely dispassionate manner.

Red & Blue Customers provides the first comprehensive review of why conservative and liberal customers buy what they buy, so marketers can sell more to both groups. Readers learn how to understand conservative and liberal customers at a market level through specific personal purchase values while accessing strategies for improving marketing performance today.

Product Details

ISBN-13: 9798991444019
Publisher: Minus Zero Press
Publication date: 10/03/2024
Pages: 210
Product dimensions: 6.00(w) x 9.00(h) x 0.48(d)

About the Author

Chris Peterson is Co-Founder of Lifemind (lifemind.ai), an AI marketing tool focused on aligning marketing to customer personal values to improve performance. He is also the author of the newsletter Red & Blue Customers.

Chris has spent over thirty years as a marketing pioneer and entrepreneur, founding two innovative digital marketing agencies. He has worked with fast-growth startups and Fortune 500 companies. Throughout his career, he has focused on uncovering new strategies for growth and leveraging new technologies to improve marketing performance.

Chris founded one of the first digital direct marketing agencies in the 1990s with several Fortune 500 clients. As a result, he was profiled in The Wall Street Journal’s small business column and featured in the book The New Pioneers by Journal writer Tom Petzinger. Publicis Groupe, the fourth-largest global advertising network, acquired the agency, where he served as CEO of Publicis Dialog in San Francisco.

Peterson later founded one of the first content marketing agencies before “content marketing” was coined as a strategy. The agency was acquired by Rain, a specialist agency in direct-to-consumer advertising. As Managing Partner at Rain, he oversaw advertising work for fast-growth innovative brands while writing for numerous industry publications.

In December 2020, he came across research from Pew that would lead to the publication of this book. The study pointed out how little Democrat and Republican voters understood each other, revealing stark differences in how each group sees the world around them. He asked himself, “If these two groups have such different visions of the world, how can this not affect what they buy?” He immediately began researching the idea—and quickly became hooked.
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