We like knowing 2 things

Humans like knowing 2 things:

• What will happen. 
• Why it happened.

Both stem from control. We want to make sense of our world so it doesn’t seem chaotic.

In your business you will wonder:

• What will happen when we send this email out? Release this product? Raise my prices?

And later:

• Why didn’t people open our emails? Buy our products? Pay our prices?

Meanwhile, your customers will be thinking:

• What will happen when I click that button? Take that product home? Buy your services? 

And then:

• Why didn’t I feel good about that website? Why did they ask me my birthdate?  Why haven't I received anything yet?

In all honesty, that’s probably why I like behavioural science so much. I like reducing doubt so I can feel more assured in my decisions.

It helps me make sense of my world. It helps me run my business.

Would you like that, too?