We enable people to be extraordinary so they can do extraordinary things. One of the ways we do this, is to help leaders and organisations with marketing managment that latches on to what causes customers to buy their product/service, so they can realize their organisations full commercial potential. Our vision is to make organisations and leaders see beyond their customers demographics and product category. Customers don’t just buy products/services, they actually pull them in into their life because they believe the value that a product/service add, and will help them make progress from a struggeling moment in a particulair task environment. Renaissance astronomer Nicolaus Copernicus reframed our view of the universe. The planets revolved not around the earth, but around the sun. Changing a well-established view of the world rarely happens overnight—and even when it happens, it still takes time to fully understand and grasp the new perspective. As you look at marketing through the lenses of the human, what you see is not your customer itself at the center of the universe, but rather the customer’s thinking in a particular task environment. It may seem like a small distinction—but it matters a great deal. In fact, it changes everything.