I write to make sense of messy things
I write to make sense of messy things
How people make choices, avoid choices, overthink choices, and regret them. This is about bias, uncertainty, and why decisions are rarely logical.
In the last article, we talked about somatic markers — in simple words, these are emotional and body-based memories created from past experiences. They work like invisible shortcuts. They quietly push your hand towards one option and away from another.…
If you accept the idea that decisions are driven by shifting internal states, not by neat funnel stages, then a very practical problem appears for any serious marketing team. How do you see those states at scale? This is why…
There is a diagram that has survived in marketing longer than most bad ideas. It’s called the funnel. At the top, people “become aware.”Then they “consider.”Then they “decide.”Then they “purchase.”And if we are feeling generous, we add “loyalty” at the…
For as long as marketing has existed, we have relied on a very simple method to understand customers. We ask them. We ask what they like.We ask what they don’t like.We ask why they bought something.We ask what would make…