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Rational decision

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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The first minute

What use is a 30 minute time slot if people tune out after the first minute? I can’t count the number of complaints I’ve heard

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