When companies or organizations do not have a clear sense of why their customers are their customers, they tend to rely on a disproportionate number of manipulations to get what they need. And for good reason.

Manipulations work.

Start With Why by Simon Sinek

Manipulation isn’t necessarily pejorative; it’s a very common and fairly benign tactic.

Typical manipulations to influence behavior include:

– Dropping the price
– Running a promotion
– Using fear Peer pressure
– Aspirational messages
– Promising innovation

Start With Why by Simon Sinek

The conscious mind will leap to conclusions, forming a coherent narrative based upon partial information.

This strong tendency to draw conclusions from incomplete information is a cognitive rule called ‘what you see is all there is.’

Consistency and coherence, not quantity or quality of information, are the keys to forming opinions.

7 unconscious errors we make when buying brands by Douglas Van Praet citing Daniel Kahneman

Recognizing the irrationality of our decisions can help us make more informed, sensible choices and save money.