# Bob Serling

Intellectual property licensing lets businesses scale without the complexities of traditional growth. James and guest Bob Serling explore how.

Bob Serling is the Founder of Licensing Lab, a consulting firm that helps companies understand why customers buy and how to create marketing that drives more sales. He is a buying behavior specialist known for uncovering the real motivations behind customer purchasing decisions. Bob pioneered th ...

Bob Serling didn't set out to build a licensing empire, he noticed an opportunity and followed it. In this episode of the Do The Thing Podcast, Bob shares how he went from direct response copywriter (mentored by legendary marketer Gary Halbert) to licensing consultant, helping create a toy deal ...

Bob Serling is the Founder of Licensing Lab, where he helps businesses improve their products, positioning, offers, and marketing through deep customer intelligence. He created the Customer Created Framework, which uses insights from actual customers to uncover why they buy and what experience t ...