Throughout this series we’ve been exploring the psychology behind why clients buy – or delay decisions. We’ve looked at how buying decisions are shaped by three underlying forces: 1. Risk 2. Effort...

Throughout this series we’ve explored the psychology behind buying decisions. We’ve looked at clarity, trust and simplicity, and how each of these influences the perceived risk and effort involved...

So far in this series, I’ve explored how buying decisions are influenced by risk, effort and reward, and how clarity and trust shape those forces. Another factor that strongly influences effort is...

In my previous newsletter, I explored how buying decisions are shaped by risk, effort and reward, and how clarity helps clients understand what they’re buying. Another powerful signal influencing...

Most business owners have heard this phrase many times. "Let me think about it." "I'll come back to you." "Leave it with me for now." Sometimes the customer returns. Oftentimes, they don’t. And when...

Most leaders will tell you they can handle pressure. And they can. Deadlines. Difficult clients. Tough decisions. Volatile markets. But pressure isn’t the problem. Receiving bad news isn’t either....