"What causes us to buy products? Stuff happens to us. Jobs arise in our lives, that need to get done. When we have a job to do, we find something that we can buy or hire to get the job done. Understanding the cause of purchase, really improves the chance of success."
- Clayton Christensen at Startup Grind 2013
Understanding a person's profile, or their characteristics, doesn't help you sell more products. Here's what does: finding the cause behind a buyer's decision.