Blog

Snails are amazing, the way they lug their homes on their back. 

It’s quite the balancing act:

• Too heavy a shell, they can’t move.
• Too flimsy, it doesn’t protect them, which curtails their freedom.

It’s a balancing act humans are subject to, as well.

We’re constantly assessing what level of risk to carry before we compromise either freedom or safety. 

• Yes, I can post on social media, but what if I attract hate?
• Yes, I can buy your services,...

Consumers want certainty. That seems to be the prevailing assumption when it comes to influencing customer behaviour. In times of great uncertainty, so the story goes, people crave stability and become more risk averse. 

Not so fast.

Here are four ways certainty - or lack thereof - impacts your customers.

Because while the likelihood of something happening does impact customer decisions, what decision is made depends on whether the outcome is likely to be positive or negative. ...