The secret formula to why people really buy things

Why do people buy?
This question led me down a fascinating path to uncover the fundamental reasons behind purchasing decisions.
In this video, I break down the smallest building block of business- the humble transaction - and explore how understanding it can transform your marketing strategy.
We'll dive into the core elements: the individual creating the transaction (ICT), the offer, and trust.
By drawing this out on my iPad, I provide a visual explanation that simplifies complex business concepts.
What do you think is the most crucial factor in a successful transaction?