Behavioral Science for Better Product Marketing with Shannon Kearns
From Marketing Pack Leaders by Josh Porter
April 6, 2026 · 32 min · Episode 31
About this episode
This episode explores how behavioral science can reshape product marketing strategies by understanding buyer psychology.
Most product marketing assumes one thing: That buyers are rational. They’ll read your messaging. They’ll evaluate your features. They’ll make a logical decision. But that’s not how people actually buy. Decisions are shaped by emotion, bias, context, and perception long before logic enters the picture. And when product marketing ignores that reality, messaging falls flat, positioning doesn’t stick, and deals stall. In this episode of Marketing Pack Leaders, host Josh Porter, founder of Thunderwolf Consulting, sits down with Shannon Kearns, founder of More Than Said, to explore how behavioral science can reshape the way product marketers think about messaging, positioning, and go-to-market strategy. Shannon has built his career around uncovering what customers actually think and care about through interviews, win-loss analysis, and qualitative research. His work helps companies move beyond internal assumptions and align around real customer language that drives action. This conversation brings that lens into product marketing. What This Episode Is About Josh and Shannon unpack how behavioral science applies directly to product marketing and GTM execution. Topics include: • Why…
People in this episode
Host: Josh Porter
Guest: Shannon Kearns
Topics covered
- behavioral science
- product marketing
- decision-making
- cognitive biases
- customer interviews
- go-to-market strategy
Keywords
- product marketing
- behavioral science
- buyer psychology
- cognitive biases
- customer interviews
- messaging
- positioning
Mentioned in this episode
Organizations: Thunderwolf Consulting, More Than Said
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