Many organizations strive to meet and exceed customer's expectations. They attempt to identify the customer's needs and then fulfill them. However, your company should ignore the customer's needs and focus on the customer's pain. When pain is addressed and alleviated, prospects become customers. This brief intro to Neuromarketing will outline the key concepts and identify how it applies to association growth. It is critical to identify the hidden pain points to speed up the growth of the association. If there are no pain points, the association must understand the association's value to the prospective member.