With the introduction of new disruptive technologies in recent years, the rules for marketing and product development have changed forever.  There is no longer control over where and how consumers receive marketing messages. The consumer has almost limitless choices for making a purchase in a decision window that is smaller than ever before and consumers are looking for a relationship, not a transaction. Laddering is a process that allows companies to better understand customers by asking the right questions from your data and your customers. To make smart decisions it is vital to get to the core of a customers behavior. You can use this knowledge to unlock the potential of your product or service in todays marketplace. The book is instrumental in: Understanding your customers DNA and why consumers buy from you Capitalizing on the true patterns of why people buy Unlocking your companys big data to make smarter, informed decisions Establishing your consumers core motivations and buying eco-system Laddering helps you look at your customers in a new way and as a result maximize your profits and reduce your support costs.  You must understand what is truly important to build and how to market for success in the new many to many economy.