Today you will repeatedly engage in the process of persuasion. You will try to engage with someone in a way that convinces them to change their opinions, choices or actions—their mind or their behaviour. You will aim to persuade them that you or your product are the obvious choice. We tend to think that persuasion…

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We spend a great deal of our time and energy trying to convince people to choose us—often without giving enough consideration to why they might. It turns out that there are only three reasons people buy anything and every product or service falls somewhere on this buying hierarchy.   1. Utility If you lose your…

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Almost one in five people who order an ice cream in the U.S. today will order vanilla. Vanilla then is an easy flavour to make because we know that most people won’t have an objection to it and 17% of people are likely to order it. It feels more risky to be the company that…

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When I was growing up (and maybe when you were too), there were two ways you could earn a living. You could have a job, or have a business. Two clear choices, work for a boss, or be the boss. Career guidance advice went something like this… “Get good grades, to get a qualification, to…

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Yes it’s December alright. You know this because your to do list just got longer in all the craziness and extra obligation that is this time of year, (*truth*—however much you love holiday season). You feel it in the tightness across your shoulders and you make room for it, with less sleep every night. Imagine…

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