Identifying and optimizing the features and characteristics that a new product should offer can be a complex assignment. One of the most efficient ways to reduce this complexity is through 'trade-off analysis', which involves the reaction to, and statistical relationships between, various factors that impact customer choice decisions.

Ad spend focused on the "moveable middle" of your brand's buyers yields significantly higher return on ad spend (ROAS) than reach-oriented plans.

When acquiring a business, attention must be paid to revenue growth and free cash flow, but customer satisfaction and retention may be even more important.