An article in Forbes explores the philosophy that every brand has untapped growth potential, that even mature retailers can experience new waves of topline growth. However, in order to do that, they must manage consumers’ instinctive choices. Approximately 95% of purchase decisions are made in the subconscious mind - on instinct. The article explains that the key to accelerating growth is to grow a brand’s positive associations and become the dominant instinctive choice, that a brand’s associations, both conscious and subconscious, are much more easily influenced than any of us imagine. According to the author, change must come in store, but it all starts with honing in on what you do better than anyone else and shaping the customer experience around that. The key to accelerating penetration and growth for retailers lies in making your brand the "go to" choice. The secret lies in the subconscious mind of prospective customers.