Why Customers Can't Explain Why They Buy (Cultural Anthropologist Explains) | Johanna Faigelman
Diary of a CFO | Financial Strategies for Smart Business GrowthShow Notes
Your customers are not lying in your surveys. They simply do not know why they do what they do. Cop a copy of my books NOW: https://mybook.to/TheAI-PoweredFuture https://mybook.to/HumanLedFinance Host live webinars and restream them to LinkedIn, YouTube and Facebook: WebinarGeek (paid link): https://webinargeek.com/product?red=kdemsc Get paid to put your expert judgement to work training AI: Ethos (paid link): https://agent.askethos.com/refer/nd01w7e2eelw Earn from your professional expertise on frontier AI projects: Mercor (paid link): https://t.mercor.com/neABb Turn customer insight into a boardroom-ready deck in minutes: Gamma (paid link): https://try.gamma.app/f2d4kygskm1h Automate the analytic grunt work so your team can focus on the human questions: Make (paid link): https://www.make.com/en/register?pc=kingdemspodcast Johanna Faigelman is a cultural anthropologist, speaker and the founder and CEO of Human Branding, the Toronto consultancy she launched in 2006 to apply anthropology to business strategy. She is the pioneer of Applied Anthropology Thinking (AAT)™, studied at York University and ran planning at a large advertising agency before going out on her own. Human Branding now has more than 40 people working across North America, Europe, Asia and Latin America, with clients including 11 of the world's top 20 pharmaceutical companies and brands such as Nestlé, Visa and Logitech. She is an EY Entrepreneur Of The Year 2026 Ontario finalist, an EY Winning Women 2025 honoree and a 100 Women to Know Winner 2026.
In this episode: Why Johanna works on the principle that roughly 80 per cent of decision making sits at the unconscious and subconscious level (her working rule, not a cited study) Why she places almost zero value on the answer to a direct question Every business problem is a human problem: why doctors who say in surveys they will prescribe a drug still do not Applied Anthropology Thinking (AAT)™, the approach she created when she founded Human Branding The Who Say Do principle: who people are, how they say things and what they actually do Ten years with no holidays: the unglamorous reality of building a bootstrapped consultancy Why saying no protects a company's vision more than saying yes How Human Branding uses AI: a closed model built about five years ago, with Johanna reporting 30 per cent efficiency gains overall and 80 per cent on analytic grunt work Where they differ: Ademola asks what AI will do better than humans in anthropology, and Johanna is not convinced it will do anything better, only that it frees people for the human work Her one piece of advice to women founders: your difference is your advantage
Johanna Faigelman, cultural anthropologist and founder and CEO of Human Branding, on consumer behaviour, decision making, Applied Anthropology Thinking, bootstrapping and human-led AI, on The King Dems Podcast and Diary of a CFO with Ademola Odewade.
What is Applied Anthropology Thinking? It is Johanna Faigelman's approach to using anthropology's methods, especially ethnography, to uncover the hidden drivers of customer behaviour and turn them into marketing and strategy. She built Human Branding around it in 2006. Can AI replace market research? Johanna's view is no. AI speeds up the analysis of transcripts and data, but the insight that changes behaviour depends on human wisdom that is often not captured in language at all. More from Johanna Faigelman: https://humanbranding.com · linkedin.com/in/johannafaigelman Hosted by Ademola Odewade: chartered accountant, author of Human-Led, AI-Powered Finance (foreword by Professor Dave Ulrich) and Founder of K-DEMS Consulting. Diary of a CFO. Finance leadership, unfiltered. Ranked in the global top 2.5% of podcasts. This description contains paid links. We may earn a commission at no extra cost to you. #BusinessAnthropology #HumanLedAI #DiaryOfACFO #KingDemsPodcast
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Most transformation programmes fail because the organisation is quietly protecting the very thing you are trying to change. Cop a copy of my new book NOW: https://ademolaodewade.com Turn transformation experience into paid advisory work — Ethos (paid link): https://agent.askethos.com/refer/nd01w7e2eelw AI labs pay highly-skilled experts — Mercor (paid link): https://t.mercor.com/neABb Build the culture diagnostic deck in minutes — Gamma (paid link): https://try.gamma.app/f2d4kygskm1h
Business valuation isn't a multiple of EBITDA. Cop a copy of my new book NOW: https://ademolaodewade.com Turn expertise into paid advisory work — Ethos (paid link): https://agent.askethos.com/refer/nd01w7e2eelw AI labs pay highly-skilled experts — Mercor (paid link): https://t.mercor.com/neABb Build the buyer deck in minutes — Gamma (paid link): https://try.gamma.app/f2d4kygskm1h Mark Mills OBE started Cardpoint plc from scratch in 2000. Two years later it floated on AIM at a £7 million valuation. By 2006 it was turning over £100 million a year on £19.8 million of EBITDA, and he exited in 2007 at £175 million. He now sells other people's businesses. One owner was told his company was worth £3 million. Mark sold it for just over £10 million. Nothing changed in the accounts — what changed was who the business was presented to, and why they needed it. In this episode: - Why bids from strategic buyers don't resemble a multiple of EBITDA - The £3m-to-£10m sale, and the buyer maths that produced it - Rule one of any business model: recurring income — learned from a payphone business that died in the 1991 recession - How Mark and his CFO reverse-engineered £100m of revenue onto a sheet of paper, then landed within 2% - Why "in three years" is a useless target and "by 31 August 2029" is not - Solving a working capital problem by finding a bank with too much physical cash - The one metric he never ignores when assessing a company for sale - FARM — why people work for Fun, Achievement, Recognition, then Money, in that order - Selling to strangers, and why referrals cannot scale a business - What AI actually changes about client acquisition and KPI monitoring - Realistic exit timelines: 12 to 30 months, not six Mark's book is Making Your Mark: How I Built a Fortune From £1.50 — and You Can Too. He offered listeners a free signed copy — email him at [email protected] with your address and he'll send one out. More from Mark: www.mark.co.uk · linkedin.com/in/markrichardmills Hosted by Ademola Odewade — chartered accountant, author of Human-Led, AI-Powered Finance (foreword by Professor Dave Ulrich), and Founder of K-Dems Consulting. The King Dems Podcast. Growth Mindset, Leadership, AI and Business Insights. Ranked in the global top 2% of podcasts. Diary of a CFO. Finance leadership, unfiltered. Ranked in the global top 2.5% of podcasts.This description contains paid links. We may earn a commission at no extra cost to you. #BusinessValuation #ExitStrategy #DiaryOfACFO #KingDemsPodcast
What happens to financial judgement when AI, cognitive bias, uncertainty and executive pressure collide in the boardroom? In this episode of Diary of a CFO, Ademola Odewade sits down with Dr. David Rock, Co-Founder and CEO of the NeuroLeadership Institute and originator of the field of neuroleadership, for a powerful exploration of the neuroscience behind executive decision-making. This conversation goes beyond accounting and financial strategy. It examines the brain behind the numbers. Dr. Rock explains why even highly intelligent executives can make poor decisions under pressure, why recognising your own cognitive biases is harder than most leaders realise and how AI can either strengthen human judgement or encourage cognitive surrender. One principle captures the conversation perfectly: “Human in the lead, not human in the loop.”