Daryl Travis
Throughout his extensive career, Daryl has advised many of the largest and best brands in the world. His latest groundbreaking book,?Little Things Big Returns, explores what really motivates people and how to deliver experiences that matter most to your customers. A colorful and engaging storyteller, Daryl speaks frequently on the power of insights and the critical need for marketers to change the way they think about how people think. He explains how research can lead us astray or help us to gain a competitive edge. “Most research discloses what happens,” he says. “However, it often fails to reveal why it happens or the underlying emotional drivers that are critical in creating an effective strategy.” Daryl’s guiding mantra is The NINA Principle®:—No Insight—No Advantage®. He could be described as a professor, detective, journalist, anthropologist and writer all rolled into one. Passionate about learning and understanding more about how people think, Daryl is always reading a new book—more than one hundred each year. His voracious reading helps leverage recent breakthroughs in the social sciences to improve the process of understanding customer motivations, tapping into the deeper underlying emotions and?nonconscious mindsets critical to revealing what makes customers tick. Daryl and his wife Donnita extend his continuous learning passion as active members of Chicago’s philanthropic community, volunteering time and resources to support education and literacy.
