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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...