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Early in my consulting career a prospective client gave me some feedback that would change my life.

You see, they’d seen me give a talk on behavioural economics and were interested in how I could help them gain customers for their new bedding range.

No problem.

I outlined the behavioural techniques we would use to frame pricing, create a sense of urgency and overcome customer concerns about buying what was an unfamiliar brand. 

The proposal, well I thought it was a slam...