Customer acquisition is getting more expensive — and less effective. CAC is rising. Paid channels are delivering diminishing returns. And many brands are investing more into growth marketing without seeing proportional results. But the problem isn’t your channels. It’s how your customer acquisition strategy is built. Most customer acquisition strategies rely on traditional models — awareness, consideration, conversion — or growth marketing frameworks like AAARRR. And while these models aren’t wrong, they’re incomplete. They assume customers evaluate options rationally. But behavioral science shows that’s not how people actually make decisions. Customers decide quickly, using mental shortcuts — and one of the most powerful is identity: Is this for someone like me? In this episode, we break down: Why most customer acquisition strategies are underperforming The hidden flaw in traditional growth marketing frameworks How identity shapes customer decision-making and conversion Why brands lose customers before the funnel even begins The difference between “melting pot” and “mosaic” marketing How to reduce friction and improve conversion across your customer journey Real examples from brands like Netflix, Toyota, Walmart, and more If you want to improve conversion, lower CAC, and drive sustainable brand growth, your growth marketing strategy needs to align with how customers actually see themselves — and how their brains make decisions. Because customer acquisition doesn’t start with your funnel. It starts with your "who." Friction Finder Growth Audit: https://www.frictionlessgrowthlab.com/frictionfinder/ Frictionless Growth Roadmapping Session: https://www.frictionlessgrowthlab.com/roadmapping/ Email Sonia: [email protected]