Beyond Philosophy

MAY 8, 2019

In 2004, I presented to an insurance company in Germany about how they should be evoking the proper emotions in their customers. We needed to change that and so began two-years’ worth of research with the London Business School to identify which emotions drive and destroy value. It was a tough audience.

Construction 389

Construction Customer emotions Consulting Consulting 389

Beyond Philosophy

APRIL 2, 2020

What we do want is to know how to facilitate customer-driven growth. Apple is an excellent example of how to do this. Lines outside the store is almost the prototypical example of Social Proof. Apple’s among the best at realizing the importance of those things (see unboxing example above). I am just kidding.

Customer centricity 398

Customer centricity Customer emotions Consulting Consulting 398

Beyond Philosophy

FEBRUARY 3, 2015

This delay is a consequence caused by the Paradox of Choice , first introduced to us by Barry Schwartz in his book of the same name in 2004, and then later in his TED talk. One example that caught my attention was a 213% increase in conversion when the copy changed from “Get your membership” to “Find your gym & get membership.”

Consulting 304

Consulting Consulting Customer emotions Morale 304