The best businesses don't always win.
The most qualified founder doesn't always get funded.
The best nonprofit doesn't always receive the donation.
The best speaker isn't always booked.
The best product isn't always purchased.
The best idea isn't always remembered.
Why?
For more than twenty years, I've been exploring one question:
Why do people choose what they choose?
That single question has changed the way I think about entrepreneurship, branding, leadership, customer experience, communication, nonprofit growth, artificial intelligence, and human relationships because the answer isn't found in marketing alone.
It's found in people.
The Question Behind Everything
Every organization is trying to answer a different question.
How do we get more customers?
How do we increase donations?
How do we grow faster?
How do we improve marketing?
How do we build a stronger brand?
Those are important questions but I believe they're all downstream from one much more fundamental question.
Why do people choose one organization over another?
That question sits underneath every purchase, every partnership, every donation, every referral, every hiring decision, every investment, and every lasting relationship.
The more we understand why people choose, the better we can build organizations that genuinely deserve to be chosen.
What My Research Explores
The work doesn't belong to one discipline. It draws from many. My research explores the intersection of:
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Human Behavior
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Neuroscience
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Psychology
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Entrepreneurship
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Leadership
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Communication
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Organizational Behavior
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Customer Experience
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Branding
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Artificial Intelligence
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Social Psychology
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Environmental Psychology
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Sociology
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Ethics
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Behavioral Economics
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Relationship Development
Not because these disciplines are separate., but because together they tell a much more complete story about human choice.
The central observation
People don't choose businesses based on facts alone.
They choose the relationships they believe they're entering. And it is that belief begins long before someone becomes a customer, donor, employee, investor, volunteer, or advocate.
It begins with impressions. Every interaction, known and unknown, online and offline, either strengthens or weakens that relationship.
Over time, people decide whether that relationship creates value for them. When they perceive ongoing value, trust deepens. When trust deepens, opportunity follows.
The Human Choice™ Model represents the current foundation of my research. It illustrates how impressions become relationships, how relationships create perceived value, and how that perceived value ultimately shapes trust, preference, advocacy, and long-term business outcomes.
Current Research Initiatives
These initiatives represent the current areas of exploration within the Human Choice™ body of work.
A Living Body of Work
This research is not static.
Every keynote.
Every founder conversation.
Every nonprofit partnership.
Every client engagement.
Every article.
Every observation.
Every experiment.
Every question contributes to a growing body of work dedicated to understanding why people choose.
My hope is not simply to answer these questions.
My hope is to help founders, organizations, nonprofit leaders, educators, and future researchers ask better ones.
