Decision-making is happening faster than ever in our rapidly pivoting world. Tt’s apparent to ask: is one style of decision-making — git-driven or data-driven — now more effective than the other? In covering this topic, I pulled from interviews I’ve conducted with guests on the Strategic Momentum Podcast. Here’s what I found out.

Consumers don’t answer questions at a deep level when you initially ask them why they bought or would buy a product. How do you tap into their psyche to get at those underlying motivations? The Means-End approach uses laddering to get to the underlying “why” behind the interviewee’s purchasing decision, and could be your solution.