Seth Waite

In this discussion, Seth Waite, Founder and Buyer Psychologist at Schaefer, delves into the intricacies of consumer buying behavior. He emphasizes the shift from demographics to understanding true motivations using his 'Why People Buy Pyramid' framework. Seth reveals how brands can uncover product-market fit when growth is only hindered by budget. He advocates for a kingpin strategy to target passionate customer segments and stresses the importance of storytelling in brand messaging, illustrating his points with examples like Oreo and Liquid Death.