The halo effect is a cognitive bias where a single positive impression of a person, brand, or product causes us to assume other positive qualities that haven’t been demonstrated. It was first documented by psychologist Edward Thorndike in 1920, and it remains one of the most commercially significant forces in marketing, whether or not the…
Improving decision making means reducing the gap between the information you have and the confidence you place in it. Most poor decisions aren’t made by unintelligent people. They’re made by intelligent people who are overconfident, under-informed, or working inside systems that reward speed over accuracy. The mechanics of better decisions are well understood. The execution…
A SWOT analysis chart is a structured framework that maps an organisation’s internal strengths and weaknesses against external opportunities and threats, typically arranged in a two-by-two grid. Done properly, it gives a leadership team a shared view of where the business stands and what it should prioritise. Done poorly, it becomes a wall decoration that…
A consumer experience map is a structured visual representation of every interaction a customer has with your brand, from the moment they first become aware of you through to purchase, retention, and advocacy. Done well, it reveals where your business is losing people, where it is creating friction, and where the experience you promise diverges…
Market research is the process of gathering, analysing, and interpreting information about your customers, competitors, and market conditions to inform business decisions. Done well, it reduces the cost of being wrong. Done poorly, it produces a slide deck that confirms what everyone already believed and changes nothing. Most organisations sit closer to the second description…
Decision making psychology is the study of how people actually make choices, as opposed to how they think they make them. Buyers rarely weigh options rationally, compare features objectively, or arrive at conclusions through pure logic. They use mental shortcuts, respond to context, and are influenced by factors they are often completely unaware of. For…
B2B experience orchestration is the practice of coordinating marketing, sales, and customer success activity around the decisions buyers actually make, not the pipeline stages your CRM was built around. Done well, it replaces a fragmented sequence of touchpoints with a coherent commercial conversation that moves the right people toward a decision at the right time….
Nudge behavioral economics is the study of how small, deliberate changes to the way choices are presented can shift human behavior without restricting options or changing financial incentives. The theory, developed by Richard Thaler and Cass Sunstein, holds that people do not make decisions in a vacuum. They are shaped by context, framing, defaults, and…
Psychological pricing is the practice of presenting prices in ways that influence how buyers perceive value, rather than simply communicating a number. It works because purchase decisions are rarely purely rational: buyers compare prices to reference points, respond to visual framing, and make faster judgments than they consciously realise. The price you charge matters less…
Market research is the process of gathering and analysing information about your customers, competitors, and market conditions to inform business decisions. Done well, it reduces the cost of being wrong. Done poorly, it creates the illusion of certainty while leaving the real questions unanswered. Most businesses perform some version of market research. Far fewer use…
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