What Your Customer Wants and Can’t Tell You

"Unlocked" explores how understanding behavioral economics can enhance business strategies by revealing why people buy and how to leverage this knowledge for better pricing, branding, and leadership. Authored by Melina Palmer, the book offers practical tools and real-world examples to help business professionals apply psychological insights to influence consumers, foster innovation, and achieve bottom-line growth. It emphasizes moving beyond theory to incorporate science-driven approaches for more effective marketing and leadership.