Why 78% of your customers are lying to you (and you’re buying it) Last month, a client showed me their customer survey results with obvious excitement. “Look at this — 82% of our customers say sustainability is extremely important when choosing products like ours. We’re launching our eco-friendly line next quarter.” I’ve seen this movie before. It doesn’t end well. What happens? The same thing that’s happening across every industry right now. Your customers are lying to you. Not...