Do you know how your customers make purchasing decisions? For B2C founders and SMEs, understanding this process is key to competing and growing. In this article, we share 3 essential insights with examples from real estate in Ibiza, retail, and restaurants. Discover what truly motivates your customers, how they compare options, and which factors build trust so they choose your brand over the competition.

An analysis by Katherine Rivas While reading Business Insider’s 2025 list of the 25 Most Innovative CMOs , I had a moment of pause — not...

Background Our client, an Aruban-based brand specialising in handcrafted accessories, sought to transition its image from an 'artisan'...