Outthink. Outperform.

Transform Your Organization Through Behavioral Marketing.

You hold more influence over your customers than you realize. Outthink. Outperform. shows you how to earn loyalty, shape choices, and grow your business by changing behavior. The brands people love do not shout louder or spend more. They understand how customers think, feel, and act. You will learn to do the same.

Roger Hurni gives you the mindset and the system to lead your market and stop chasing the next trend. Your next breakthrough starts when you stop telling customers and start making them feel something. Read the book. Hear him speak. Then go build something people choose again and again.

THE BEHAVIORAL MARKETING ADVANTAGE

Stop Chasing Customers. Start Changing Behavior.

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"I am constantly pushing my advisory clients to incorporate a Theory of Change or a repeatable, data-driven framework, which they can then use to more reliably and more efficiently solve a client's challenge. Roger gets this, and is leading the industry in moving away from fickle instinct to grounded alternatives."

– David C. Baker, author of The Business of Expertise and Secret Tradecraft of Elite Advisors.
"Human behavior is too often underrepresented in marketing and business. Thankfully, Roger Hurni has written a fantastic book to help organizations of all kinds to understand and start using behavioral marketing in their work. The real world examples and science-based insights in Outthink. Outperform. can help everyone do just that."

– Melina Palmer, CEO of The Brainy Business and author of three award-winning books, including What Your Customer Wants and Can't Tell You.
"Roger Hurni’s book ‘Outthink. Outperform.’ captures the essence of understanding how your customers think, feel, and make decisions. It is not just about data; it's about gaining 'big understanding'—a principle that can revolutionize your approach to marketing."

– Dr. Jeremy Weisz, CEO of Rise25 and Host of InspiredInsider Podcast.
"Roger has outlined a proven, step-by-step process for effective marketing. His book, 'Outthink. Outperform.' explains the method in simple, easy-to-understand terms so that anyone can apply them, regardless of whether they have marketing experience or are building a plan for the first time."

– Kelly McDonald, four-time bestselling author and renowned professional speaker. Author of How to Market to People Not Like You and How to Work with and Lead People Not Like You.
"Roger provides compelling reasons to challenge what you see as ‘accepted wisdom’ and embrace Behavioural Marketing. It’s a must read if you really want to increase the certainty of your success in an ever more complex and challenging world."

– Crispin Manners, author of Grow, Build, Sell, Live and How to Sell Value Demystified.
"Roger Hurni's 'Outthink. Outperform' offers a masterclass in behavioral marketing. This book demystifies how understanding customer behavior can transform any organization. Roger's real-world examples and practical insights are invaluable for companies looking to elevate their strategies."
– John Corcoran, Former White House Writer and Speechwriter, Author, and Host of the Smart Business Revolution podcast.
"The principles presented in Outthink. Outperform. are needed more than ever in today’s fast-changing and unpredictable communications world, especially with advances in artificial intelligence. In the book, Roger Hurni provides a behavioral marketing framework and practical application that can help transform communication strategy, and ultimately results, for any organization."

– Chris Thomas, president, Intrepid Agency, author Unexpected.
"In 'Outthink. Outperform.' Roger Hurni deciphers the complex realm of Behavioral Marketing with unmatched clarity, urging marketers and executives to pioneer beyond traditional boundaries. This book is a manifesto for engendering deep behavioral insights to drive consumer connections. Hurni equips us with the tools to forge emotional bonds and craft marketing initiatives that resonate at the core of consumer behavior. "

– Stefan Pollack, President of The Pollack Group, Global Chair of the Board of The Worldcom Public Relations Group, Adjunct professor at USC Annenberg School for Communication and Journalism, and author of Disrupted, From GenY to iGen: Communicating with the Next Generation.
"I had read several other books about behavioral science before and still could not figure out how to use behavioral science in communication. Finally, I found out in Roger’s book!"

– Patrik Schober, Managing Partner at PRAM Consulting and author of The Art of Leadership Through Public Relations.

INSIDE THE BOOK

The Five Steps To Change Customer Behavior

01

Map The Journey, Not The Funnel

Funnels end at the sale. Journeys build loyalty. Track how your customers think and feel at every touch point.

02

Build Behavioral Archetypes

Personas tell you who buys. Archetypes tell you why. Group your audience by motivation, not demographics.

03

Find The Real Motivation

You cannot manufacture desire. Find what already drives your customer, then speak to those feelings.

04

Make The Behavior Easier

Every hurdle costs you a sale. Remove steps, friction, and cost so customers act with ease.

05

Prompt At The Right Moment

Motivation and ability mean nothing without a trigger. Deliver the right prompt in the right context, and behavior follows.

Readers Around The World Are Already Outthinking Their Competition.

Outthink. Outperform. has readers from around the world. Each one holds the same advantage you are about to gain.

Outthink. Outperform. gives you the tools and the system to grow in a market run by AI and automation. Move past the one-time transaction. Build relationships your customers feel with every interaction. Marketers around the world already use these methods to earn loyalty and outpace their rivals. Get your copy and start to outthink and outperform yours.