In The Big Miss: How Businesses Overlook the Value of Emotions, Zhecho Dobrev reveals how organizations are frequently deceived by customers and fail to act on what they fail to notice-thus are missing the biggest driver of profitable customer behavior!What are the emotional and subconscious drivers behind your customers' behavior? Do you have a science and data-based strategy to drive this in the direction you want? In The Big Miss: How Businesses Overlook the Value of Emotions, Zhecho Dobrev reveals how organizations are frequently deceived by customers and fail to act on what they fail to notice-thus are missing the biggest driver of profitable customer behavior! His extensive research shows that emotions are the key drivers of customer behavior, yet few organizations have a strategy to evoke specific emotions based on science and data. Does yours? In this book, the author provides business leaders with a practical framework for how to embed emotions in their business practices, which includes learning how to: Discover the difference between what customers say and do Create a data-based strategy around specific emotions Use customer science to future-proof your business and make the most out of Digital Transformation, Data, and AI ...and much more. Behind every business problem, there is a customer problem! This book will change how you think about customer behavior and challenge you to harness the business power of emotions.