Your Customers Are Stupid–But It's Not Their Fault
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Transcript of Your Customers Are Stupid–But It's Not Their Fault
![Page 1: Your Customers Are Stupid–But It's Not Their Fault](https://reader034.fdocuments.net/reader034/viewer/2022052507/5589b46ad8b42a02598b461c/html5/thumbnails/1.jpg)
#stupidcustomers
YOUR CUSTOMERS ARE STUPID
#stupidcustomers#bigd13
Sunday, October 20, 13
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#stupidcustomers
YOUR CUSTOMERS ARE STUPID
#stupidcustomers#bigd13
BUT IT’S NOT THEIR FAULT
Sunday, October 20, 13
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#stupidcustomers
Need Proof?
Sunday, October 20, 13
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#stupidcustomers
Sunday, October 20, 13
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#stupidcustomers
STUPID.
Sunday, October 20, 13
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#stupidcustomers
Sunday, October 20, 13
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#stupidcustomers
STUPID.
Sunday, October 20, 13
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#stupidcustomers
End. Tosh.0
Sunday, October 20, 13
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#stupidcustomers
We Are NOT Here...
... to talk about stupid people doing stupid things.
Sunday, October 20, 13
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#stupidcustomers
We Are Here...
... to talk about how smart people do stupid things without knowing it.
Sunday, October 20, 13
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#stupidcustomers
Sunday, October 20, 13
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#stupidcustomers
Reality.
Sunday, October 20, 13
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#stupidcustomers
People...
...Are not always in charge of their own actions and behaviors.
Sunday, October 20, 13
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#stupidcustomers
The Scary Truth...
... is people’s loss of control is due to the unconscious mind constructing subjective realities.
Sunday, October 20, 13
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#stupidcustomers
... cause people to think in less than rational ways. Sometimes this works to their advantage. Other times, not.
These Subjective Realities...
Sunday, October 20, 13
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#stupidcustomers
... Cognitive Bias.
Experts Call This...
Sunday, October 20, 13
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#stupidcustomers
Tendencies to think in certain ways. They can lead to systematic deviations from a standard of rationality or good judgement.
Cognitive Biases:
Sunday, October 20, 13
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#stupidcustomers
Who? Why?
Sunday, October 20, 13
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We Are...
Ezra Englebardt@ezra802Brand planner currently obsessed with gadgets, bikes, consumer behavior, movies, food trucks and 5Ks
Timothy Parcell@freescribblesExperience designer permanently obsessed with running, comic books, cartoons, beer and My Little Pony
Sunday, October 20, 13
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#stupidcustomers
SapientNitro...
Sunday, October 20, 13
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#stupidcustomers
SapientNitro...
... helps brands bring ideas to life.
Sunday, October 20, 13
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#stupidcustomers
SapientNitro...
... helps brands bring ideas to life.Sometimes it’s a website. Sometimes it’s an ad.
Sunday, October 20, 13
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#stupidcustomers
SapientNitro...
... helps brands bring ideas to life.Sometimes it’s a website. Sometimes it’s an ad.All the time, it’s an experience.
Sunday, October 20, 13
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#stupidcustomers
SapientNitro...
... helps brands bring ideas to life.Sometimes it’s a website. Sometimes it’s an ad.All the time, it’s an experience.
Sunday, October 20, 13
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#stupidcustomers
Brands We’ve Helped...
Sunday, October 20, 13
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#stupidcustomers
The Real Challenge
Sunday, October 20, 13
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#stupidcustomers
Our Industry...
... designs solutions to complicated problems.
Sunday, October 20, 13
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#stupidcustomers
These Solutions...
...require interaction with customers.
Sunday, October 20, 13
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#stupidcustomers
And...
... customers are stupid.
Sunday, October 20, 13
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#stupidcustomers
Ok. That’s Been Debunked.
Sunday, October 20, 13
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#stupidcustomers
Customers...
... talk rationally.
Sunday, October 20, 13
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#stupidcustomers
Customers...
...act irrationally.
Sunday, October 20, 13
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#stupidcustomers
What is a Cognitive Bias?
Sunday, October 20, 13
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#stupidcustomers
You know how every time you get in line at the grocery store you ALWAYS seem to get stuck behind the lady with 800 coupons? or the guy paying in pennies?
Sunday, October 20, 13
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#stupidcustomers
This is an example of the Availability Bias–giving more unwarranted importance to memories that are most vivid, the most available for retrieval by our brains.
You simply don’t recall all the times you go to the market, pick up some items, and check out without incident.
Sunday, October 20, 13
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#stupidcustomers
How many of you think that you are a good driver?
Sunday, October 20, 13
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#stupidcustomers
How many of you think that you are a good driver?How many of you think you’re above average intelligence, relative to your peers?
Sunday, October 20, 13
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#stupidcustomers
Sunday, October 20, 13
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#stupidcustomers
Both are examples of Illusory Superiority Bias–people overestimate their positive qualities and abilities and underestimate their negative qualities, relative to others.
Sunday, October 20, 13
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#stupidcustomers
Both are examples of Illusory Superiority Bias–people overestimate their positive qualities and abilities and underestimate their negative qualities, relative to others.In other words, it’s statistically unlikely that you are ALL better than average (at anything).
Sunday, October 20, 13
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#stupidcustomers
What This Means For Us
Sunday, October 20, 13
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#stupidcustomers
Great Experiences...
... require forethought and an attention to detail.
Sunday, October 20, 13
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#stupidcustomers
Aesthetics
Sunday, October 20, 13
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#stupidcustomers
Pick A Good Typeface
Sunday, October 20, 13
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#stupidcustomers
Sunday, October 20, 13
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#stupidcustomers
Pick A Good Typeface
Sunday, October 20, 13
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#stupidcustomers
Sunday, October 20, 13
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#stupidcustomers
Pick A Good Typeface
Sunday, October 20, 13
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#stupidcustomers
Sunday, October 20, 13
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#stupidcustomers
Form...
... And function.
Sunday, October 20, 13
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#stupidcustomers
3 tablespoons olive oil, divided2 pounds lamb meat, cut into 1 1/2 inch cubes2 teaspoons paprika1/4 teaspoon ground turmeric1/2 teaspoon ground cumin1/4 teaspoon cayenne pepper1 teaspoon ground cinnamon1/4 teaspoon ground cloves1/2 teaspoon ground cardamom1 teaspoon kosher salt1/2 teaspoon ground ginger1 pinch saffron3/4 teaspoon garlic powder3/4 teaspoon ground coriander2 medium onions, cut into 1-inch cubes5 carrots, peeled, cut into fourths, then sliced lengthwise into thin strips3 cloves garlic, minced1 tablespoon freshly grated ginger1 lemon, zested1 (14.5 ounce) canhomemade chicken broth or low-sodium canned broth1 tablespoon sun-dried tomato paste1 tablespoon honey1 tablespoon cornstarch(optional)1 tablespoon water (optional)
1. Place diced lamb in a bowl, toss with 2 tablespoons of the olive oil, and set aside. In a large resealable bag, toss together the paprika, turmeric, cumin, cayenne, cinnamon, cloves, cardamom, salt, ginger, saffron, garlic powder, and coriander; mix well. Add the lamb to the bag, and toss around to coat well. Refrigerate at least 8 hours, preferably overnight.
2. Heat 1 tablespoon of olive oil in a large, heavy bottomed pot over medium-high heat. Add 1/3 of the lamb, and brown well. Remove to a plate, and repeat with remaining lamb. Add onions and carrots to the pot and cook for 5 minutes. Stir in the fresh garlic and ginger; continue cooking for an additional 5 minutes. Return the lamb to the pot and stir in the lemon zest, chicken broth, tomato paste, and honey. Bring to a boil, then reduce heat to low, cover, and simmer for 1 1/2 to 2 hours, stirring occasionally, until the meat is tender.
3. If the consistency of the tagine is too thin, you may thicken it with a mixture of cornstarch and water during the last 5 minutes.
Making Tagine...
Sunday, October 20, 13
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#stupidcustomers
3 tablespoons olive oil, divided2 pounds lamb meat, cut into 1 1/2 inch cubes2 teaspoons paprika1/4 teaspoon ground turmeric1/2 teaspoon ground cumin1/4 teaspoon cayenne pepper1 teaspoon ground cinnamon1/4 teaspoon ground cloves1/2 teaspoon ground cardamom1 teaspoon kosher salt1/2 teaspoon ground ginger1 pinch saffron3/4 teaspoon garlic powder3/4 teaspoon ground coriander2 medium onions, cut into 1-inch cubes5 carrots, peeled, cut into fourths, then sliced lengthwise into thin strips3 cloves garlic, minced1 tablespoon freshly grated ginger1 lemon, zested1 (14.5 ounce) canhomemade chicken broth or low-sodium canned broth1 tablespoon sun-dried tomato paste1 tablespoon honey1 tablespoon cornstarch(optional)1 tablespoon water (optional)
1. Place diced lamb in a bowl, toss with 2 tablespoons of the olive oil, and set aside. In a large resealable bag, toss together the paprika, turmeric, cumin, cayenne, cinnamon, cloves, cardamom, salt, ginger, saffron, garlic powder, and coriander; mix well. Add the lamb to the bag, and toss around to coat well. Refrigerate at least 8 hours, preferably overnight.
2. Heat 1 tablespoon of olive oil in a large, heavy bottomed pot over medium-high heat. Add 1/3 of the lamb, and brown well. Remove to a plate, and repeat with remaining lamb. Add onions and carrots to the pot and cook for 5 minutes. Stir in the fresh garlic and ginger; continue cooking for an additional 5 minutes. Return the lamb to the pot and stir in the lemon zest, chicken broth, tomato paste, and honey. Bring to a boil, then reduce heat to low, cover, and simmer for 1 1/2 to 2 hours, stirring occasionally, until the meat is tender.
3. If the consistency of the tagine is too thin, you may thicken it with a mixture of cornstarch and water during the last 5 minutes.
Making Tagine...
Sunday, October 20, 13
![Page 53: Your Customers Are Stupid–But It's Not Their Fault](https://reader034.fdocuments.net/reader034/viewer/2022052507/5589b46ad8b42a02598b461c/html5/thumbnails/53.jpg)
#stupidcustomers
3 tablespoons olive oil, divided2 pounds lamb meat, cut into 1 1/2 inch cubes2 teaspoons paprika1/4 teaspoon ground turmeric1/2 teaspoon ground cumin1/4 teaspoon cayenne pepper1 teaspoon ground cinnamon1/4 teaspoon ground cloves1/2 teaspoon ground cardamom1 teaspoon kosher salt1/2 teaspoon ground ginger1 pinch saffron3/4 teaspoon garlic powder3/4 teaspoon ground coriander2 medium onions, cut into 1-inch cubes5 carrots, peeled, cut into fourths, then sliced lengthwise into thin strips3 cloves garlic, minced1 tablespoon freshly grated ginger1 lemon, zested1 (14.5 ounce) canhomemade chicken broth or low-sodium canned broth1 tablespoon sun-dried tomato paste1 tablespoon honey1 tablespoon cornstarch(optional)1 tablespoon water (optional)
1. Place diced lamb in a bowl, toss with 2 tablespoons of the olive oil, and set aside. In a large resealable bag, toss together the paprika, turmeric, cumin, cayenne, cinnamon, cloves, cardamom, salt, ginger, saffron, garlic powder, and coriander; mix well. Add the lamb to the bag, and toss around to coat well. Refrigerate at least 8 hours, preferably overnight.
2. Heat 1 tablespoon of olive oil in a large, heavy bottomed pot over medium-high heat. Add 1/3 of the lamb, and brown well. Remove to a plate, and repeat with remaining lamb. Add onions and carrots to the pot and cook for 5 minutes. Stir in the fresh garlic and ginger; continue cooking for an additional 5 minutes. Return the lamb to the pot and stir in the lemon zest, chicken broth, tomato paste, and honey. Bring to a boil, then reduce heat to low, cover, and simmer for 1 1/2 to 2 hours, stirring occasionally, until the meat is tender.
3. If the consistency of the tagine is too thin, you may thicken it with a mixture of cornstarch and water during the last 5 minutes.
3 tablespoons olive oil, divided2 pounds lamb meat, cut into 1 1/2 inch cubes2 teaspoons paprika1/4 teaspoon ground turmeric1/2 teaspoon ground cumin1/4 teaspoon cayenne pepper1 teaspoon ground cinnamon1/4 teaspoon ground cloves1/2 teaspoon ground cardamom1 teaspoon kosher salt1/2 teaspoon ground ginger1 pinch saffron3/4 teaspoon garlic powder3/4 teaspoon ground coriander2 medium onions, cut into 1-inch cubes5 carrots, peeled, cut into fourths, then sliced lengthwise into thin strips3 cloves garlic, minced1 tablespoon freshly grated ginger1 lemon, zested1 (14.5 ounce) canhomemade chicken broth or low-sodium canned broth1 tablespoon sun-dried tomato paste1 tablespoon honey1 tablespoon cornstarch(optional)1 tablespoon water (optional)
1. Place diced lamb in a bowl, toss with 2 tablespoons of the olive oil, and set aside. In a large resealable bag, toss together the paprika, turmeric, cumin, cayenne, cinnamon, cloves, cardamom, salt, ginger, saffron, garlic powder, and coriander; mix well. Add the lamb to the bag, and toss around to coat well. Refrigerate at least 8 hours, preferably overnight.
2. Heat 1 tablespoon of olive oil in a large, heavy bottomed pot over medium-high heat. Add 1/3 of the lamb, and brown well. Remove to a plate, and repeat with remaining lamb. Add onions and carrots to the pot and cook for 5 minutes. Stir in the fresh garlic and ginger; continue cooking for an additional 5 minutes. Return the lamb to the pot and stir in the lemon zest, chicken broth, tomato paste, and honey. Bring to a boil, then reduce heat to low, cover, and simmer for 1 1/2 to 2 hours, stirring occasionally, until the meat is tender.
3. If the consistency of the tagine is too thin, you may thicken it with a mixture of cornstarch and water during the last 5 minutes.
Sunday, October 20, 13
![Page 54: Your Customers Are Stupid–But It's Not Their Fault](https://reader034.fdocuments.net/reader034/viewer/2022052507/5589b46ad8b42a02598b461c/html5/thumbnails/54.jpg)
#stupidcustomers
Font Effect Bias
A beautiful typeface can have a powerful effect on experience.
Sunday, October 20, 13
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#stupidcustomers
Key Takeaways
Be a Designer.
Sunday, October 20, 13
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#stupidcustomers
Key Takeaways
Be a Designer.Ensure that complicated subject matter is clean and easy to read.
Sunday, October 20, 13
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#stupidcustomers
Key Takeaways
Be a Designer.Ensure that complicated subject matter is clean and easy to read.
Sunday, October 20, 13
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#stupidcustomers
Use Pictures
Sunday, October 20, 13
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#stupidcustomers
You Never Saw That.
Sunday, October 20, 13
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#stupidcustomers
Picture Superiority Effect
People retain pictures better then text.
Sunday, October 20, 13
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#stupidcustomers
Key Takeaways
Use pictures.
Sunday, October 20, 13
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#stupidcustomers
Key Takeaways
Use pictures.Combine images with text to deliver a memorable experience and reduce cognitive effort.
Sunday, October 20, 13
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#stupidcustomers
Decision Processes
Sunday, October 20, 13
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#stupidcustomers
Conform
Sunday, October 20, 13
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Keeping Up With the Joneses
Sunday, October 20, 13
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Bandwagon Effect Bias
The tendency to follow ‘groupthink.’
Sunday, October 20, 13
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Key Takeaways
Show what others are doing.
Sunday, October 20, 13
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Key Takeaways
Show what others are doing.Utilize social networks and peer reviews.
Sunday, October 20, 13
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Contextualize
Sunday, October 20, 13
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Priced To Move?
If Apple says something is $.99 or Amazon says something is $9.99 any competitor will have to do the same.
Sunday, October 20, 13
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Anchoring Bias
The tendency to rely to heavily on one piece of information to make decisions.
Sunday, October 20, 13
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Key Takeaways
Determine what anchors exist in the category.
Sunday, October 20, 13
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Key Takeaways
Determine what anchors exist in the category.Give customers an understanding of the value offered with your product.
Sunday, October 20, 13
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Profile
Sunday, October 20, 13
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Profile?
Sunday, October 20, 13
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Sunday, October 20, 13
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Stereotyping Bias
The assumption that a member of a group has a certain characteristic without having any more information.
Sunday, October 20, 13
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Key Takeaways
Know the audience.
Sunday, October 20, 13
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Key Takeaways
Know the audience.Test reactions.
Sunday, October 20, 13
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Layout/Selection
Sunday, October 20, 13
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Provide Comparisons
Sunday, October 20, 13
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Sunday, October 20, 13
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Sunday, October 20, 13
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Notice The Differences?
Sunday, October 20, 13
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Notice The Differences?
Okay, that one was easy.
Sunday, October 20, 13
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Sunday, October 20, 13
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Still Not Seeing It?
It’s a lot easier to to see the differences if they’re side-by-side.
Sunday, October 20, 13
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Still Not Seeing It?
It’s a lot easier to to see the differences if they’re side-by-side.No Shit.
Sunday, October 20, 13
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Vroom. Vroom?
Sunday, October 20, 13
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Manufacturers...
... are missing the big picture.
Sunday, October 20, 13
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Manufacturers...
... are missing the big picture.They create rich experiences about one car while customers are looking at all four on cars.com.
Sunday, October 20, 13
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Distinction Bias
The tendency to view two options as more distinctive when evaluating them simultaneously than when evaluating them separately.
Sunday, October 20, 13
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Key Takeaways
Help customers see the distinct features of products by showing them together (not in isolation).
Sunday, October 20, 13
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Key Takeaways
Help customers see the distinct features of products by showing them together (not in isolation). If your product is inferior, don’t do the above.
Sunday, October 20, 13
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#stupidcustomers
Key Takeaways
Help customers see the distinct features of products by showing them together (not in isolation). If your product is inferior, don’t do the above.If your product is superior, definitely do the above.
Sunday, October 20, 13
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#stupidcustomers
Key Takeaways
Help customers see the distinct features of products by showing them together (not in isolation). If your product is inferior, don’t do the above.If your product is superior, definitely do the above.
Sunday, October 20, 13
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Do Not Alphabetize
Sunday, October 20, 13
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Which%tent%will%sell%the%best?%%A) The%highest%
rated%B) The%lowest%
priced%C) The%first%one%
featured%D) The%last%one%
featured%E) The%one%with%
the%“online%only”%flag%
Which Tent Sells Best?
Sunday, October 20, 13
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Were You Right?
Sunday, October 20, 13
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Were You Right?
The answer is “The First One”
Sunday, October 20, 13
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#stupidcustomers
Were You Right?
The answer is “The First One”In this study, people picked the first tent 2.5 times more than any other. They chose the first tent 200 times; they chose the other three tents (combined) only 60 times.
Sunday, October 20, 13
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Outside of Design...
... and in the world of Politics.
Sunday, October 20, 13
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Outside of Design...
... and in the world of Politics.Meredith and Salant found that in one out of every 10 elections, the first name on the ballot will win just because it’s first (although this effect tends to lessened in major elections like Senate and Presidency
Sunday, October 20, 13
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Key Takeaways
Order by Business Value. If you want to sell it, put it first.
Sunday, October 20, 13
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Key Takeaways
Order by Business Value. If you want to sell it, put it first.Combine this with Anchoring and Distinction.
Sunday, October 20, 13
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Impulse
Sunday, October 20, 13
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Make It Easy
Sunday, October 20, 13
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Sunday, October 20, 13
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Restraint Bias
The tendency to overestimate one’s restraint in the face of temptation.
Sunday, October 20, 13
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Key Takeaways
Make actions simple.
Sunday, October 20, 13
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Key Takeaways
Make actions simple.Make actions fun.
Sunday, October 20, 13
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Affinity
Sunday, October 20, 13
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Empathize
Sunday, October 20, 13
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Remember...
Sunday, October 20, 13
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Remember...
... people are irrational.
Sunday, October 20, 13
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Even Designers...
... think with their hearts.
Sunday, October 20, 13
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Empathy Gap Bias
Sunday, October 20, 13
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Empathy Gap Bias
tendency to underestimate the influence or strength of feelings, in either oneself or others.
Sunday, October 20, 13
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Be Repetitive
Sunday, October 20, 13
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Sunday, October 20, 13
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Sunday, October 20, 13
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Spacing Effect Bias
Sunday, October 20, 13
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Spacing Effect Bias
Information is better recalled if exposure is repeated over time.
Sunday, October 20, 13
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Key Takeaways
Be consistent with your messaging at all touchpoints.
Sunday, October 20, 13
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Key Takeaways
Be consistent with your messaging at all touchpoints.Make sure each one is great.
Sunday, October 20, 13
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In Closing
Sunday, October 20, 13
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Recap
Your customers are stupid.
Sunday, October 20, 13
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Recap
Your customers are stupid.Knowing is half the battle.
Sunday, October 20, 13
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Recap
Your customers are stupid.Knowing is half the battle.Proactively address irrational behavior.
Sunday, October 20, 13
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#stupidcustomers
Recap
Your customers are stupid.Knowing is half the battle.Proactively address irrational behavior.Understand your options.
Sunday, October 20, 13
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Recap
Your customers are stupid.Knowing is half the battle.Proactively address irrational behavior.Understand your options.Be kind.
Sunday, October 20, 13
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Thank YouEzra Englebardt
@ezra802Timothy Parcell
@freescribbles
Sunday, October 20, 13