She spotted the black dress just as she was about to give up. It was perfect. She imagined how it would cling in all the right places at the party on Friday night. And how she would feel when he spotted her across the crowded room.

The reason you buy the dress isn’t the same as the reason you only wear it once.
The reason you pick up the book isn’t the same as the reason you finish it.
The reason you choose the movie isn’t the same as the reason you’d watch it again.

And so it goes with your clients and customers.

The reason people decide might not be the reason you think. A big part of your work is to tell a story that gives them reasons to decide.

Image by Jason Hargrove.