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Think you're making rational buying decisions? Think again. In this eye-opening conversation, marketing veteran and behavioral science expert Gee Ranasinha reveals why 95% of marketing fails—and it's not because of bad products or services.
Gee has spent 18+ years helping over 400 businesses in 20+ countries crack the code on what drives sales. As CEO of Kexino and a Fellow of the Chartered Institute of Marketing, he's teaching MBA students (and now you) the uncomfortable truth: your customers aren't buying based on logic, features, or price comparisons. They're buying based on unconscious biases, emotional triggers, and mental shortcuts they don't even realize they're using.
Whether you're a business owner, marketer, or entrepreneur struggling to move the revenue needle, this episode will fundamentally shift how you think about selling.
🔑 KEY TAKEAWAYS:
→ Why "buy one get one free" outperforms "50% off" (even though they're mathematically identical)
→ The fatal flaw in modern marketing: confusing activity with results
→ How behavioral science acts as a "cheat code" for marketing effectiveness
→ Why marketing agencies avoid accountability—and what to do about it
→ The 95/5 rule that changes everything about how you approach brand building
→ Why treating marketing like manufacturing is killing your growth
→ The creativity crisis: how over-reliance on tech is making marketing worse
Chapters:
(00:57) Helping startups and small businesses with marketing
(07:04) Behavioral science affects marketing
(14:48) Neuro-linguistic programming
(22:30) Marketing excludes irrational or emotional decision-making
(27:51) Human nature and people's behaviors towards successful marketing
Sponsored by:
BLU Scholarship: https://www.blu.university/a/2147984849/YbykQKgP
Gee Ranasinha bio:
Born and raised in London, UK, Gee is a seasoned communications and content professional with a career spanning media production, digital imaging innovation, print and publishing technologies, and international marketing leadership.
Gee began his career by founding and running a successful media production company specializing in advertising photography and TV commercials. As professional digital photography emerged, he became deeply involved in high-end image-capture systems, working with pioneering brands such as Sinar, Leaf, PhaseOne, and Dicomed. He later transitioned into the print and publishing industries, where he served for seven years as Worldwide Director of Marketing for a German software company. In this global role, he supported a diverse client base, including commercial printers, publishers, corporate marketing departments, and government organizations, as well as major international brands such as Marvel, IKEA, Nestlé, and WPP.
For the past 18 years, Gee has led KEXINO, a dynamic, distributed team of 19 talented professionals spanning 9 countries. Under his direction, the team delivers specialized expertise in communication, content strategy, and marketing solutions.
Connect with Gee
📫 CONNECT WITH Gee Ranasinha:
Website: https://kexino.com
LinkedIn: https://www.linkedin.com/company/kexino
https://www.linkedin.com/in/ranasinha/overlay/contact-info
