Our emotions can predict our behaviour better than our thoughts and beliefs.
How you feel about someone (or something) affects how much of your time, energy, and money you’re willing to spend on them.
Just as your current life projects and concerns moderate your decisions, your emotions create urgency and motivate you to change.
It usually starts with a strong feeling of dissatisfaction with how things are today versus how you want them to be.
And for most, that’s motivation enough to change.
But a lack of emotional engagement or negative emotions can just as quickly lead you to disengage.
And that’s when something interesting happens.
Feeling disengaged from your goals can gum up the works and quickly lead you to reprioritise them.
And suddenly, something that wasn’t important becomes essential.
And this is your big insight.
We like to experience more positive emotions and fewer negative ones with every decision we make.
And that applies to the things we buy as well.
Emotional goals, e.g. ‘enjoying your commute’ or ‘avoiding stress when shopping’ or ‘feeling good about yourself.’, are just as important as feature preference or price.
What can you do this week to get your customers to feel more joy, pride, love, and relief and feel less anxiety, anger, guilt, or regret when doing business with you?