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The of course effect

Of course a tablet turns on instantaneously. Yet, before the iPad came out we were used to minute-long wake-ups from computer laptops. For many users, finding their device ready to use the instant they turned it on was a revelation.

Go through your office or your house and you’ll find dozens – if not hundreds – of these “of course” product features. The kind of feature that when you’ve used it even just once, you ask yourself how this could not have existed before. Why had no one thought of this before?

Many companies chase the wow effect in their marketing – a spectacular decoration of the product or a breathtaking story they can tell around the product – but overlook the fact that the down to earth “of course” effect is often way stronger.

What’s yours?

What if you could speak with irresistible clarity?

My eBook teaches you a 5-step process that works

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Pushback

Back in the days when I was still offering design services I recall a meeting with one of my clients. We had sent them a

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Why crime stories work

The human brain is basically a prediction machine. At any given time, it tries to figure out what happens next. Tension comes from the uncertainty

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Dr. Michael Gerharz

Dr. Michael Gerharz

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