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
#stupidcustomers
YOUR CUSTOMERS ARE STUPID
#stupidcustomers#bigd13
Sunday, October 20, 13
#stupidcustomers
YOUR CUSTOMERS ARE STUPID
#stupidcustomers#bigd13
BUT IT’S NOT THEIR FAULT
Sunday, October 20, 13
#stupidcustomers
Need Proof?
Sunday, October 20, 13
#stupidcustomers
Sunday, October 20, 13
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STUPID.
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STUPID.
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End. Tosh.0
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We Are NOT Here...
... to talk about stupid people doing stupid things.
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We Are Here...
... to talk about how smart people do stupid things without knowing it.
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Sunday, October 20, 13
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Reality.
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People...
...Are not always in charge of their own actions and behaviors.
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The Scary Truth...
... is people’s loss of control is due to the unconscious mind constructing subjective realities.
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... cause people to think in less than rational ways. Sometimes this works to their advantage. Other times, not.
These Subjective Realities...
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... Cognitive Bias.
Experts Call This...
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Tendencies to think in certain ways. They can lead to systematic deviations from a standard of rationality or good judgement.
Cognitive Biases:
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Who? Why?
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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
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SapientNitro...
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SapientNitro...
... helps brands bring ideas to life.
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SapientNitro...
... helps brands bring ideas to life.Sometimes it’s a website. Sometimes it’s an ad.
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SapientNitro...
... helps brands bring ideas to life.Sometimes it’s a website. Sometimes it’s an ad.All the time, it’s an experience.
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SapientNitro...
... helps brands bring ideas to life.Sometimes it’s a website. Sometimes it’s an ad.All the time, it’s an experience.
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Brands We’ve Helped...
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The Real Challenge
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Our Industry...
... designs solutions to complicated problems.
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These Solutions...
...require interaction with customers.
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And...
... customers are stupid.
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Ok. That’s Been Debunked.
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Customers...
... talk rationally.
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Customers...
...act irrationally.
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What is a Cognitive Bias?
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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?
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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.
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How many of you think that you are a good driver?
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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?
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Both are examples of Illusory Superiority Bias–people overestimate their positive qualities and abilities and underestimate their negative qualities, relative to others.
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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).
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What This Means For Us
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Great Experiences...
... require forethought and an attention to detail.
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Aesthetics
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Pick A Good Typeface
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Sunday, October 20, 13
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Pick A Good Typeface
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Sunday, October 20, 13
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Pick A Good Typeface
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Sunday, October 20, 13
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Form...
... And function.
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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
#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
#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
#stupidcustomers
Font Effect Bias
A beautiful typeface can have a powerful effect on experience.
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Key Takeaways
Be a Designer.
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Key Takeaways
Be a Designer.Ensure that complicated subject matter is clean and easy to read.
Sunday, October 20, 13
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Key Takeaways
Be a Designer.Ensure that complicated subject matter is clean and easy to read.
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#stupidcustomers
Use Pictures
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#stupidcustomers
You Never Saw That.
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Picture Superiority Effect
People retain pictures better then text.
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Key Takeaways
Use pictures.
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Key Takeaways
Use pictures.Combine images with text to deliver a memorable experience and reduce cognitive effort.
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Decision Processes
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Conform
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Keeping Up With the Joneses
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Bandwagon Effect Bias
The tendency to follow ‘groupthink.’
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Key Takeaways
Show what others are doing.
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Key Takeaways
Show what others are doing.Utilize social networks and peer reviews.
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Contextualize
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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.
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Anchoring Bias
The tendency to rely to heavily on one piece of information to make decisions.
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Key Takeaways
Determine what anchors exist in the category.
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Key Takeaways
Determine what anchors exist in the category.Give customers an understanding of the value offered with your product.
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Profile
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Profile?
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Stereotyping Bias
The assumption that a member of a group has a certain characteristic without having any more information.
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Key Takeaways
Know the audience.
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Key Takeaways
Know the audience.Test reactions.
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#stupidcustomers
Layout/Selection
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Provide Comparisons
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Notice The Differences?
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Notice The Differences?
Okay, that one was easy.
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#stupidcustomers
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Still Not Seeing It?
It’s a lot easier to to see the differences if they’re side-by-side.
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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.
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Vroom. Vroom?
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Manufacturers...
... are missing the big picture.
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#stupidcustomers
Manufacturers...
... are missing the big picture.They create rich experiences about one car while customers are looking at all four on cars.com.
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Distinction Bias
The tendency to view two options as more distinctive when evaluating them simultaneously than when evaluating them separately.
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Key Takeaways
Help customers see the distinct features of products by showing them together (not in isolation).
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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
#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
#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.
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#stupidcustomers
Do Not Alphabetize
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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?
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Were You Right?
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Were You Right?
The answer is “The First One”
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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.
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#stupidcustomers
Outside of Design...
... and in the world of Politics.
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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.
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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.
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#stupidcustomers
Impulse
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Make It Easy
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#stupidcustomers
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Restraint Bias
The tendency to overestimate one’s restraint in the face of temptation.
Sunday, October 20, 13
#stupidcustomers
Key Takeaways
Make actions simple.
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Key Takeaways
Make actions simple.Make actions fun.
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#stupidcustomers
Affinity
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Empathize
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Remember...
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Remember...
... people are irrational.
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#stupidcustomers
Even Designers...
... think with their hearts.
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#stupidcustomers
Empathy Gap Bias
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Empathy Gap Bias
tendency to underestimate the influence or strength of feelings, in either oneself or others.
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Be Repetitive
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Sunday, October 20, 13
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Sunday, October 20, 13
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Spacing Effect Bias
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Spacing Effect Bias
Information is better recalled if exposure is repeated over time.
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Key Takeaways
Be consistent with your messaging at all touchpoints.
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Key Takeaways
Be consistent with your messaging at all touchpoints.Make sure each one is great.
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#stupidcustomers
In Closing
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Recap
Your customers are stupid.
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Recap
Your customers are stupid.Knowing is half the battle.
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Recap
Your customers are stupid.Knowing is half the battle.Proactively address irrational behavior.
Sunday, October 20, 13
#stupidcustomers
Recap
Your customers are stupid.Knowing is half the battle.Proactively address irrational behavior.Understand your options.
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Recap
Your customers are stupid.Knowing is half the battle.Proactively address irrational behavior.Understand your options.Be kind.
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#stupidcustomers
Thank YouEzra Englebardt
@ezra802Timothy Parcell
@freescribbles
Sunday, October 20, 13