Purchasing decisions and behavioral changes are more often dictated by the specific circumstances individuals find themselves in, rather than by their demographic profiles, personality traits, or self-perceived identities. Situations are more predictive than customer profiles Innovators should focus on the situations customers are in, rather than the customers’ superficial traits -- understanding context Over Characteristics It is not enough to know *who* the customer is; one must understand *when* and *why* they act with non-indifference