Achieving great business performance through your clients or customers is no longer just going to come from smart strategies, new innovative products, improving technology and better information. Rather, it will be driven by understanding the behavior of clients and customers and how they make decisions. Closing the gap between a customer’s true behavior and the rationality required for their decisions requires a deep understanding of their behavioral personality. Therefore, gaining objectively measurable, reliable and predictive behavioral insights about how a customer will make and communicate business decisions before providing a product or service is critical.