Data is important, but must like everything else be put into perspective. A wise man said about data: “You can’t operate without it. But you can never win with (only)…
Read MoreTraditional economic theory assumes that humans make purchase decisions based on facts and logic. Behavioural economics says otherwise – we are irrational beings, shaped by cognitive biases and emotional influences,…
Read MoreSetting the right price is hard. It’s easy to be too cautious and set a price that isn’t profitable in the long run. On the other hand, a too high…
Read MoreWe humans hate to lose, in fact twice as much as we love to win. Use this psychological behaviour to keep customers and to win new ones. In short, Loss…
Read MoreDecision-makers in the industry normally don't understand the connection between people’s knowledge, opinions and emotions – and what actually makes them want to buy a product or pay a premium…
Read MoreDecisions sometimes tends to drag out. It's often simplest and safest to not decide right now. But decisions can be triggered with the right stimuli – a technique called Immediacy…
Read MoreAll marketing should generate effect. That’s a given. But defining effect and measuring it is often done wrong. Understanding the difference between "effect” and ”effectiveness”, and the consequences each leads…
Read MoreHumans have a mental blind spot. To prioritize among information, our brain decodes the meaning of messages we see by making relative comparisons. So, both the context and presentation of…
Read MoreComparability is not positive when you want to sell a premium product. The trick is to move from intellectual competition to more emotional. A product is tangible and possible to…
Read MoreLike ducklings imprinting on the first thing they see, the human brain clings to initial associations – especially first impressions or media cues. These quickly shape our perception and strongly…
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