How to Increase Your Sales by Abolishing the Hassle Factor

To earn and keep a customer, whatever we offer has to be worth it to them. "It" is a manifested outcome at a reasonable cost, and cost is more than dollars and cents. It's the total time, effort, information, & money necessary to acquire their outcome. Time, effort, and information are part of their experience. They are the hassle factor part of what the customer…

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How to Keep Your Business on Track in an Irrational World

Humans are irrational. Yes, we're capable of being rational, but for the most part we go with what “feels right”.  We love novelty, but cling to familiar. We’re hard wired to seek out newness, but fear change. We travel to new, exotic places only to spend our time in a familiar hotel (with a Starbucks in the lobby). We love new for its dark, dangerous…

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