Reminder: As humans we love to rationalize our decisions – rather than make rational decisions.
That’s true for your customers, too. Therefore, it’s useful to understand how their decisions are actually formed. When you understand the real reasons behind their decision, enough good reasons to justify the decision will usually be there (if your product is any good, of course).
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Recently, I’ve been to two shows by two different comedians. The first show was sold out in a large event hall with 1500 seats. The
Why do some strategies sound brilliant in the boardroom but never take off in the real world? Well, thinking up the strategy is one thing.
You don’t! It’s much more satisfying for both sides to figure out how what they want aligns with what you want. Don’t force them to
