When it comes to understanding your customers, there’s more to it than data. According to marketing expert Marcus Collins, it’s about establishing intimacy and seeing through their lens. By doing so, you can create a connection that ultimately drives customer behavior. Marcus’s insights have transformed McDonald’s marketing efforts – the fast-food giant has been recognized as the #1 Most Effective Brand and the #2 Most Effective Marketers by the global Effie Index. No matter your industry, getting to intimately know your customers is where the real magic happens. Ready to uncover Marcus’s sales boosting secrets? Head over to HBR to learn more.