Steve Beckman

Founders lead with passion. Researchers lead with data. Trouble starts when the two don’t agree. When testing challenges a brand’s mission, most teams hear “no.” We heard something else. By looking beyond the obvious results, we uncovered a different story—one that helped a Buckwheat Milk founder move from Whole Foods to Shark Tank and beyond, sparking a new, insights-led approach to innovation. Key Takeaways: 1. Decisions based solely on passion are risky, but so are cold, data-only decisions. Harness both! 2. When the data doesn’t go the way you’d hoped, listen. But don’t shelve it and move on too quickly. 3. Behavioral insights unlock human stories hidden deep inside the data and lead to real innovation.