In Risk Aversion, we explained how human biology works against us when facing tough decisions. We are hard-wired to eliminate uncertainty meaning that we tend avoid tough decisions or choose the traditional path because following this path feels safe. Taking even a small risk scares us. The consequences of succumbing to our biology are an […]
Tag Archives | customer knowledge
Mangled Mental Models: How Poor UX Methodology Hurts Your Bottom Line
By Eric Olive on April 16, 2015 in Market Research, Marketing Mistakes, Marketing Profiles, Personas
“What do you mean, we don’t have what we need? We have marketing profiles. That’s enough!” blurted the project manager at a large financial services company. The discussion had begun amicably but had quickly spiraled into a tense debate about the company’s most important B2B customers. As always, I felt it necessary to advocate for […]
Perilous Predictions: Why You Might Be Happier in Topeka than Hawaii
“Lottery Loser!” A term so common we’ve heard it on the formerly popular TV show “House.” A lottery loser is someone who wins a great deal of money only to end up miserable and financially worse off than before winning the money. But, wait, this can’t be! While we know that money doesn’t buy happiness, […]