If you want to sell something to someone, you need to understand their likely future behaviour. What factors will influence what they’ll do next? One of the worst ways to do this is to ask them. People are very bad at predicting their future behaviour. Two of the best ways are:
- To look at their [...]
Posts under ‘Musing’
Stop advertising to individuals. Start advertising to their friends.
Stating the obvious
Sometimes all I do in work is state the obvious. I synthesise data, turn it into a story and the result is stating the obvious.
But this is what is necessary. People tend to ignore the obvious. It’s too obvious. If it is obvious, how could it be compelling? But sometimes ignoring the obvious means ignoring [...]