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What's your why or what you do?

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Why did you choose to be a,

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and call yourself a biologist

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and get into this profession per se?

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Yeah, that's a great question.

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It's one of the most common questions I get is,

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you're a psychologist, how did you end up in marketing?

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And it really relates to my why.

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I love psychology.

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I studied psychology for many, many years.

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And realized that I didn't love being a therapist.

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And so I wanted to find some other avenues

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for applying what I know and what I do.

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And about 30 years ago or so, I led my first focus group

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and I really fell in love with that process.

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The ability to understand people, in particular,

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I think the thing I didn't love about being a therapist

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was the focus on pathology.

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What I enjoy is focusing on really understanding people,

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putting ourselves in their shoes,

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understanding their situation, their lives,

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their dreams, their challenges,

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and then creating, working with teams to create approaches

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that are better, faster, more efficient,

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more enjoyable for people.

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So that's when I really made my transition into marketing.

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And specifically, about 20, boy, 24, 25 years ago,

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started working in what's now known as

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shopper marketing or commerce

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that is really focused on consumer behavior,

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purchase behavior, and understanding

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why people choose and buy what they do,

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and understanding how we can help make experiences,

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products, brands better for them.

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And so for me, it really is about using what I do

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to go beyond insight, go beyond data,

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to really understand people from their own perspective,

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on their own terms, so that we can be as effective

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in helping them as possible.

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Thank you for sharing that.