Brian Massey

Brian Massey, founder of Conversion Sciences and author of 'Your Customer Creation Equation', challenges traditional marketing norms by advocating for the embrace of the villain archetype. He argues that portraying your brand as a purposeful antagonist can effectively engage customers and drive meaning. Through intriguing anecdotes, he explores how brands can redefine heroism, navigate ethical marketing, and even leverage manipulation positively to disrupt the market and attract ideal customers.