Take Nothing Away
Lay bare human insight
that connects us to others
A Narrow Focus on Big Human Ideas
We publish non-fiction books that reveal new insights about who we are and how to think of ourselves in a pluralistic world. The works are based on evidence - including original research - unfiltered by ideology, opinion, or personal agenda.
San Franciso Milan
The First Book to Reveal Why Conservative and Liberal Customers Buy What They Buy
“Chris’s writing and research have changed the way I think about myself and my customers. It is essential reading for any business leader selling into a diverse marketplace.”
Peter Koshland, CEO
Koshland Pharm
"Super interesting - a new and predictive way to understand customers."
Mark Staples, Editorial Director
McKinsey & Co.
Red & Blue Customers is the first comprehensive review of conservative and liberal market insights designed to help businesses grow.
About the Author
Chris Peterson is the Co-Founder of Lifemind, a market insights and segmentation platform designed to improve business performance by aligning marketing with customer personal values. He is also the author of the newsletter Red and Blue Customers.
Chris has spent over thirty years as a marketing pioneer and entrepreneur, founding two innovative digital marketing agencies. He has worked with fast-growth startups and Fortune 500 companies.
In December 2020, he reviewed Pew research that inspired the publication of this book. The study revealed stark differences in how liberals and conservatives see the world around them. He asked himself, “If these two groups have such different visions, how can this not affect what they buy?” He immediately began researching the idea and quickly became hooked.
