It isn’t just your mind that responds when you get an email with the subject line ‘urgent’ or ‘important’. Your heartbeat increases, your muscles tense and your breathing gets faster. You feel bad. Your day is thrown off course, if only for a moment. We hate these emails and resent people who fail to communicate with empathy. And yet our marketing is designed to create urgency. An online search for ‘how to create a sense of urgency’ yields 34 million results. In a commercial world, there is an appetite for knowing how to raise alarm.

How you convince and communicate, is just as important as the way your products are made or your services delivered. The measure of your company isn’t only your conversion rate, profit margin or some other conventional way of keeping score. The measure is how it felt to cross your path. Your goal is to be as proud of the way you’re building, as you are of what you’re building.

Krists Luhaers