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Buyer Personas in 2026: Why This Beloved Tool Is Pseudoscience (and What to Use Instead)

Buyer personas are marketing pseudoscience. Academic data shows they exclude 80% of customers. Here is evidence-based targeting.

Billions wasted on point cards and loyalty programs. Scientific research dismantles them one by one. Here is where to actually invest that...

Light Buyers are the hidden engine of growth. With Ehrenberg-Bass data in hand: chasing Heavy Buyers is a trap. Here is how to change...

A deep dive into Steve Jobs' true philosophy, contrasted with the superficiality of modern marketing, sales, startup, and finance gurus.

Finally, a guide to the reselling business with no outlandish promises, no nonsense — just practical, market-based advice

10 signs to spot marketing fuffaguru: flashy displays of wealth, easy promises, exclusive jargon, and other manipulative techniques they...

Italy's most prestigious encyclopedia cites our CEO and founder Francesco Galvani in a neologism that embodies our mission

Born in politics, canvassing has become one of the critical sales processes. Here we cover every aspect of this powerful technique.

Endorsement Marketing is a powerful but often misunderstood technique. Let's look in this guide at the 7 elements of a successful...

Finally, scientific evidence for the big question: do prices ending in .99 or 7 really work?

We can't avoid discussing Al Ries' famous book and his 22 Laws of Marketing. Unfortunately, there is very little science behind these laws....