Tag Archives | customer knowledge

How Risk Aversion is Killing Your Business & What to Do About It

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 […]

Mangled Mental Models: How Poor UX Methodology Hurts Your Bottom Line

“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 […]

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