Praise for Outthink. Outperform.

  • "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 -- based on his 30+ years as a leader in the field - 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.

  • "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." "The stories within this book aren't just narratives; they are beacons guiding towards the incredible potential of Behavioral Marketing when applied with insight and precision."

    – Dr. Jeremy Weisz, CEO of Rise25 and Host of InspiredInsider 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. As a communication consultant with 30 years of experience, I have found myself thinking differently and applying principles from the book in developing and executing strategy for my clients. I plan to have my entire team read and work to incorporate Outthink. Outperform. in our practice.”

    – Chris Thomas, president, Intrepid Agency, author Unexpected.

  • "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. The book not only explains what to do, but also WHY – and why the outcome is the behavioral response you want. I recommend 'Outthink. Outperform' for anyone who wants to create an effective marketing plan, regardless of the size of the organization."

    – 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.

  • “In a world increasingly dominated by talk about AI, this book brings us all back to the importance of really understanding people. In the last 30 years there has been a lot of work done by neuroscientists to unravel the workings of our brain and how it controls our behaviour. Roger has captured why it’s so important to understand why businesses must satisfy the needs of the brain. It’s a binary choice. You can ignore the impact what you communicate has on a person, and suffer the negative consequences. Or you can trigger a positive reaction that helps you to achieve your business or organisational goals. Chapter by chapter, Roger provides compelling reasons to challenge what you see as ‘accepted wisdom’ and embrace behavioural marketing. I think 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.

  • 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. For those who wish to lead the ever-evolving marketing landscape, embracing the principles within these pages is indispensable. 'Outthink. Outperform.' serves as a blueprint for understanding behavioral dynamics.”

    – 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.

  • "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. Enjoy!”

    – Melina Palmer, CEO of The Brainy Business and author of three award-winning books, including What Your Customer Wants and Can't Tell You.

  • “I have used the behavior principles Roger has brought to our agency in many other areas of my personal and professional life. As the former Global Chair of the Entrepreneurs Organization, I incorporated many of Roger’s behavioral science methodologies into the board of directors' work and the overall communications for the organization. As an author and consultant to organizations on leadership and building high-performing teams, the topics outlined in his book cross over into many areas of communications and management. If used properly, behavioral marketing will be at the heart of the AI-driven future we are seeing just the beginning of.”

    – David Anderson, author of Leader is Not a Title and former Global Chair of EO (Entrepreneurs Organization).

  • “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.

  • 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.