identiMetrics designed a finger scanning system for K-12 schools to identify and track a multitude of transactions for staff and students when accuracy, accountability and security are critical (timecards, attendance, lunch payments etc.). Before hiring Gary, identiMetrics promoted the simplicity of its finger scanner as their point of difference. The company had an excellent product but was not meeting growth goals. Gary suggested to senior management that the scanner and finger touch were merely tactical details, not motivating for school officials, their target buyers. Research revealed the identiMetrics system relieved daily pressures, and made buyers feel, and be viewed, as forward-thinkers. Promoting these emotional benefits spoke to their target as people, not buyers, and started an upwards sales’ trajectory that continues today.