The Step Change Blog

Most marketing teams are working hard, but in the wrong order. They start with “we need a post”, “we need a video”, or “we need a campaign”, then retrofit the message and retrofit the audience. The result is noise, not movement.

Meeting a customer need is the baseline. It keeps you in the game — but it won’t guarantee you win it.

You can deliver exactly what you promised and still see customers drift away. Not because you’re doing anything wrong, but because there are other, quieter needs shaping their decisions and they’re going unmet.

And here’s the kicker: more than 90% of unhappy customers never complain. They don’t tell you what’s missing. They just leave, often for a competitor who spotted the gap first.

That’s the silent churn — the invisible drain on revenue and loyalty. If you want to stay ahead, you need to look past the obvious needs you’re already meeting and spot the opportunities your competitors haven’t.

Here’s how to find them.

Insight: Many established businesses miss growth opportunities hiding in plain sight — unmet customer needs in their niche that competitors are failing to address.

Data: Poor customer experiences cost businesses up to $3.8 trillion globally. (Decisions Studio)

What’s the step change: Learn where competitors are dropping the ball, and create add-ons, services, or experiences that customers didn’t even realise they were missing… until you delivered them. 

How many emails do you get in a day? Did you get a notification just now? And is that a pop-up on the corner of your screen?

With so much competing for our attention, it’s no wonder our brains lean on quick mental shortcuts just to make it through the day. Otherwise, it’s impossible to sift through the flood, simplify decisions, and manage cognitive overload.

For businesses, this chaotic landscape is both a puzzle and a goldmine. How do you cut through the noise and truly connect with people?

In this exclusive interview with influence pioneer, author, and psychologist Dr Robert Cialdini, we unpack “Pre-Suasion” and how it reshapes the way businesses captivate, engage, and earn trust.

Watch the full interview and get candid with “Pre-Suasion” and “Influence” author Dr Robert Cialdini here.

Watch our strategists discuss how to create a standout purpose statement ...