# Gerald Zaltman
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gerald zaltman (born 1938) is an American market researcher who is the Joseph C. Wilson Professor Emeritus at Harvard Business School and the author and editor of 20 books. His newest book is Dare to Think Differently: How Open-Mindedness Creates Exceptional Decision-Making, (Stanford University Press, 2026). Other books include the international best selling How Customers Think (Harvard Business Press), and Marketing Metaphoria (Harvard Business Press, 2008).
SC 37 - PART 2 of 2 | Double Your Return: Why Emotional beats Factual Marketing for 2x HIGHER ROI
📺 If you want to double the return on investment from your marketing spend, stick with us! Today
you'll understand the difference between emotional vs rational marketing
how and where to apply this in your practice
5 ways to pivot to emotional marketing NOW
👍 If you found this insight…
SC 36 - PART 1 of 2 | Double Your Return: Why Emotional beats Factual Marketing for 2x HIGHER ROI
📺 If you want to double the return on investment from your marketing spend, stick with us! Today
you'll understand the difference between emotional vs rational marketing
how and where to apply this in your practice
5 ways to pivot to emotional marketing NOW
👍 If you found this insight…
IIeX NA 2019 Conference Series – Hannibal Brooks - Olson Zaltman
Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Hannibal Brooks, Insight Associate at Olson Zaltman.
Contact Hann…
Evoking Emotion with Your Brand: The Coke vs. Pepsi Effect
What role do emotions really play in branding?
In this episode of The Brilliant Brand Podcast, we're diving into the power of emotional resonance—how it influences buyer behavior, drives loyalty, and can even override logic (just ask Coke and Pepsi).
You’ll learn:
🧠 The surprising science behind…
EP # 210 - 10 Sales Secrets Every Service-Based Business Owner Must Know to Scale
Ready to transform your relationship with sales and finally scale your service-based business? In this power-packed episode, Maggie reveals the 10 non-negotiable sales principles that separate struggling service providers from those who consistently grow and scale. Whether you're avoiding sales or …
Overcoming Resistance Using Brain Glue with James I. Bond
Episode 025 — Overcoming Resistance Using Brain Glue with James I. Bond
If you’ve ever had a great idea, a strong offer, or a meaningful message—yet still felt people tune out, hesitate, or say “I’ll think about it,” this episode is for you. In Episode 25 of Overcoming Anything, host Anne Vryonides…
Dare to THINK DIFFERENTLY with Harvard Professor Gerald Zaltman (ep. 213)
What if the biggest limit on your leadership isn’t your skills or your strategy… but how you THINK? Harvard Business School emeritus professor Gerald Zaltman joins Andrea to discuss his latest book, Dare to Think Differently, and the six research-based techniques that help you tap into the creativ…
The $50,000,000 Blindspot: Why Smart Brands Go Invisible
Why do brilliant marketing strategies, beautiful visual identities, and tight investor pitches routinely fail? In this episode, we pull back the curtain on a truth that nobody in the branding industry likes to admit out loud: consumers don’t choose brands based on logical analysis. They choose them…
The Unconscious Edge: Decoding the Hidden Architecture of Exceptional Decisions: Harvard’s Prof. Gerald Zaltman on why raw brainpower isn’t enough
We often treat decision-making as a purely rational, linear march from data to conclusion. But if you want to decode what truly separates elite performers from the rest, you have to look beneath the surface.
In this episode, I sit down with Professor Gerald Zaltman, Harvard Business School Professo…
148 What Makes an OT Brand Stand Out in a Crowded Market
Think the occupational therapy market is too crowded? Think again. In this episode of OT Yourself to Freedom, Beki Eakins unpicks why so many occupational therapists believe their niche is saturated, and why that belief is usually a trick of the algorithm rather than a fact about the market.
If yo…
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