The biggest brands don’t compete on products alone, they compete on psychology.
Apple has done it. Netflix has done it. Coca-Cola has done it. They’ve built products that are addictive, not because of features, but because of the behaviors they trigger.
Your business must do the same. Until you can condition your consumers’ actions, patterns, and decisions, you don’t yet have a growing brand, you only have transactions.
Growth is not about sales. Growth is when your business shifts from “what people buy” to “how people behave.”
Dr. Smith Ezenagu is the Chairman of Esso Group, a diversified conglomerate shaping real estate, finance, education, and media. Dr. Smith Ezenagu is recognized as a real estate & investment mogul, life coach, and private equity expert. He leads Esso Group and its subsidiaries: Esso Properties (awarded Nigeria’s Most Innovative Real Estate Company in 2024 and recognized as the best real estate company in Nigeria), Esso School of Enterprise (the leading institution equipping entrepreneurs), and Esso Capital (delivering smart, trusted financial solutions across Nigeria).