Denial Is A Save Now, Pay Later Scheme

Believing that others will react as we would is the single most dangerous myth in marketing. Only human beings can look directly at something, have all the information they need to make an accurate prediction, perhaps even momentarily make the accurate prediction, and then say that it isn't so.

The conscious or unconscious decision by a customer to use your solution to a particular problem, or to do most anything, involves many mental and emotional processes, but they usually boil down to how a customer perceives four fairly simple issues: justification, alternatives, consequences, and ability. Ergo, every human behavior can be explained by what precedes it, but that does not excuse it.


PS “No” is a word that must never be negotiated, because the person who chooses not to hear it is trying to control you.