After valuing and analyzing hundreds of businesses, our team found a new metric that explained why acquisitions fail.

Inside 3 years, failure rates are typically 70%. The numbers always work—a deal won’t get done if the numbers don’t work. So we knew the answer was unrelated to finance.

Eventually, we discovered a question that helped explain why failure rates were so high which was, “Why do your customers do business with you?” What we found is that few organizations truly understood the real reasons. PROOF then engineered a method of combining emotional resonance testing with quantitative analysis to understand the emotions, motivations, and preferences behind why people do business with organizations, and a truly unique firm of market analysts in Kansas City was born.