Inside the Minds of Your Customers: Using Values to Drive Business Growth

Why understanding your customer’s values can unlock serious business growth

Are you missing the mark with your customers—and don’t even know it? In this episode of The Business Behind Your Business, host Paul Sweeney sits down with marketing strategist and author Chris Peterson to explore a transformative idea: your customers’ personal values—specifically whether they lean conservative or liberal—can dramatically shape how they engage with your brand, products, and messaging.

Drawing from decades of global marketing experience and his book Red and Blue Customers: How to Drive Growth and Manage Risk in Today’s Conservative and Liberal Markets, Chris explains how businesses often impose their own worldview on customers, instead of seeing their business through the customer’s eyes. He outlines how liberal and conservative values influence buying behaviour, innovation adoption, trust, and even geographic marketing strategies. You’ll also learn why most businesses fail when trying to scale beyond early adopters—and how to avoid that trap.

Whether you're launching a new product, trying to improve your messaging, or struggling to connect with a particular market segment, this episode gives you a powerful new lens to understand your audience—and boost your bottom line.

Takeaways include:

• How personal values influence customer behaviour more than demographics
• Why liberal vs conservative thinking impacts innovation adoption
• Easy ways to identify the value makeup of your current customer base
• How to tailor your marketing to align with customer worldviews—without getting political
• What sales and marketing teams can learn from their contrasting value systems

Get Chris's book here -  Red and Blue Customers: How to Drive Growth and Manage Risk in Today's Conservative and Liberal Markets

Chris Peterson is the Co-Founder of Lifemind, an AI-agent platform designed for national, local, and regional marketers.

With over 30 years as a marketing pioneer and entrepreneur, Chris has founded two digital marketing agencies, working with both fast-growth start-ups and Fortune 500 companies. In the 1990s, he launched one of the first digital direct marketing agencies, earning recognition from The Wall Street Journal. Publicis Groupe later acquired the agency. Chris later established an early content marketing agency before the term became mainstream, which was then acquired by Rain, a direct-to-consumer advertising agency. 

In 2020, Chris discovered Pew research highlighting the deep divide in how Democrats and Republicans perceive the world. This insight led him to explore how political beliefs shape consumer behaviour, and was the genesis for Red & Blue Customers. He and his family live in Milan, Italy.

www.lifemind.ai

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