The Prospect’s Reality Gap: How to bridge the dangerous gap between the results we want and the results we have


People challenged with a claim naturally resist it. But people who arrive at a conclusion will naturally defend it.

In this session, Flint McGlaughlin, Founder and Managing Director, MECLABS Institute (parent research organization of MarketingSherpa), presents his keynote session at MarketingSherpa Summit 2017 in Las Vegas and shares the levers you can pull to help your customers arrive at the right conclusions about your brand.

Change 'data' to 'behavioral traces' because calling it data dehumanizes it.

— Flint McGlaughlin, Founder and Managing Director, MECLABS Institute


McGlaughlin integrates case studies around value proposition and branding from almost 20 years of consumer behavior research to help attendees at every level in an organization. Business leaders will discover how to rethink how they communicate their brand while marketers will learn to transform the messaging of any piece of marketing collateral to, ultimately, improve results by replacing promises with expectations and claims with conclusions.


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