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Book Review: The Brain Audit by Sean D’Souza

Book Review: The Brain Audit by Sean D’Souza

Book Review: The Brain Audit by Sean D’Souza


I’m not sure where I came across the name of Sean D’Souza and his book the The Brain Audit: Why Customers Buy (and Why They Don’t).

It was probably one of the many podcasts I listen too on my commute to my client’s office, but I am glad that I did find both Sean and the book.

There are lots of marketing material on the internet and I even covered elements of it during my MBA but so little if it is practical and directly and easily applicable.

D’Souza’s book is however a breath of fresh air in a generally stale if not stagnant environment.

With a mix of individual behavioural economics and buyer psychology, the Brain Audit offers some unique perspectives and teaching tools to help the reader understand the rich ideas explored and well as some very practical strategies for putting the lessons into practise.

Everyone has 20-20 hindsight but it is not until you read about the ‘7 red bags’ at the airport baggage claim carousel that you realise how simple the process of marketing can be.

The five points that I have taken away from the Brain Audit are:

  1.  It maps directly to the psychology of the majority of customers and highlights how buyers make their buying decisions.
  1. The book itself follows the very strategy that it highlights with the 7 Red Bag model of customer ‘journey’. It is its own case study!
  1.  Simplicity and clarity are not difficult if you look to present your ideas as clearly as you can rather than demonstrate how clever you are.
  1.  Marketing is made complex by those that want you to see marketing as complex and sell their service or books.
  1. Buying is a journey that can be described in seven stages that a customer has to follow and be content with…If you aren’t selling then you are likely to be missing at least one of those stages.


Once you have read (and probably re-read) the book, you’ll be able to apply the approach and D’Souza has helped by including a checklist for each stage to walk you through the process.

The best solution to any problem is the on estate you are going to apply.  And while not the cheapest marketing book on the market, its simple messages and highly practical approach make it the one that I am most likely going to employ in my own work.  So for that reason, amongst so many others,  I rate is as one of the best marketing books I have read.

For more from Sean D’Souza I recommend you have a listen to his Podcast

Dare to Aspire 

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