The Business of Why People Buy: Rich Smith on Behavioral Science and Growth

Most business owners are told that growth comes from doing more. More advertising. More content. More technology. More leads. More tactics.But what if a company’s growth problem isn’t a lack of activity? What if the real problem is that no one truly understands why customers make the decisions they make?Today’s guest, Rich Smith has spent more than 30 years answering that question from inside some very high-stakes organizations. He helped lead AIG Bank’s marketing transformation during the 2008 financial crisis, rebuilt Ditech into a top-10 mortgage originator, helped scale Recovery Centers of America beyond $100 million, and contributed to the positioning of Jornaya before its nine-figure acquisition. Today, he is the founder of Rich M. Smith Growth Studio, an executive advisor, behavioral marketing strategist, angel investor, speaker, and host of the Revenue Science Podcast. His work combines behavioral science, human psychology, and real-world executive experience to help leaders understand not only what works, but why it works. But this conversation isn’t only about marketing. It’s also about leaving the familiarity and resources of the corporate world, building an independent business around decades of experience, and discovering how your identity changes when the title, company, and infrastructure are no longer there to define you.Rich M. Smith Growth Studiohttps://richmsmith.comRevenue Science Podcasthttps://www.youtube.com/@RevenueScienceTV