Why Framing Changes Decisions More Than Facts
The numbers are the same. The outcome is identical. The only thing that changed was the sentence. Patients in a famous study were given information about a…
How Social Proof Can Build Trust or Trigger Panic
In March 2020, the S&P 500 lost roughly a third of its value in 33 days. Not because every company in America had suddenly become worthless.
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That Free Coffee at the Car Dealership Is Not Generosity
You walk into the dealership. Before you’ve looked at a single car, someone hands you a coffee. It is a small gesture. Completely routine. The kind of…
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You’re Not Being Lied To. You’re Lying to Yourself.
Nobody thinks of themselves as someone who lives in an information bubble. Every person who consumes exclusively one news source, or follows only voices…
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The First Number Always Wins. Here’s Why.
It was a client dinner, eight of us, at a steakhouse that understood exactly what it was doing. The menu opened with a dry-aged ribeye at $145.
Branding Strategy Insider
Branding Strategy Insider is recognized globally by marketers and educators as one of the leading sources of insight, inspiration, and innovation in branding—and I’m honoured to have my work included in that conversation. Read it here.
Nobody Wants to Be First. The Old Brain Wants to Be Next.
Nobody actually wants to be first. We say we do. We celebrate the pioneer, the disruptor, the bold early adopter. But when it comes to actual behavior…
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Why Some Brands Get Ignored at First Glance
Raymond Loewy was responsible for some of the most recognized visual identities in the twentieth century. The Lucky Strike cigarette package.
Why Customers Decide to Trust You Before You Speak
There is a moment that happens before every sales conversation, every first meeting, every proposal review. It takes less than a second.
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Your Customers Are Not Trying to Win. They’re Trying Not to Lose.
Most sales strategies are built backwards. They are built on the assumption that customers are motivated by gain. Better features, higher returns, improved…
Your Customers Are Not Trying to Win. They’re Trying Not to Lose. Read More »