Dr. Kenny's Revolutionary New Book Reveals the Inside Secrets of Right Brain Research... Get Inside the Mind of Your Target Audience. Learn how to access and leverage the critical emotional needs that cause consumers to choose one brand over another, but traditional research cannot reveal. Emotional needs drive behavior. The Right Brain Way takes this powerful concept and details a proven methodology for uncovering the needs that motivate people to buy a product or a brand. Whether your objective is to increase market share or to gain a better understanding of your customers, The Right Brain Way reveals the intrinsic link between consumers’ emotions and their wallets. A must read for organizational leaders, business owners and top executives, this landmark book opens the vault on 36 years of Right Brain Research, bringing to light detailed proprietary insights previously available only to clients. The Right Brain Way will help you understand the power of emotion and how to access and leverage the key motivational drivers you need to differentiate your brand, establish the right strategy, optimize your messaging and gain a clear competitive advantage.