Emotional Economics: How Feelings Influence Purchase Decisions
We like to believe we’re rational buyers. Yet, emotional economics says otherwise. We assume we weigh our options, analyze the facts, compare the numbers—and then make a smart, logical choice. But neuroscience tells a different story. Emotion, not logic, drives most of our purchasing decisions.In fact, research shows that feelings play a central role in […]
Virtual Selling Mastery: Overcoming Cognitive Biases in Remote Demos
Remote selling isn’t just selling in a different location—it’s selling in a different mental environment. When you’re not in the same room as your buyer, their cognitive biases—the brain’s mental shortcuts—play an even bigger role in shaping how your message is received. In virtual settings, distractions are higher, attention is lower, and trust is harder […]
Change Barriers: What Are They and How to Avoid Them
Understanding how the brain responds to change (what we call Change Barriers) is one of the most important tools a coach or leader can have. You’ve seen it before. A leader walks out of a workshop fired up about new strategies. A team leaves a coaching session with clear goals and fresh motivation. But a […]
