Rational Vs. Irrational

Rational Vs. Irrational 


February 10, 2017

 

The customer buys based on a rational decision.

— If I buy a coffee, I get energy.

The customer buys based on an irrational decision.

— I spend $3 extra on this coffee because I like the atmosphere in the store, it makes me feel smart.

The customer refers based on a rational decision. 

— If I share I get a $30 credit to anyone I sign up. 

The customer refers based on an irrational decision

— If I’m the first to know about this brand, I’m unique in my friend group.

The customer leaves based on a rational reason.

— I no longer can afford this expense in my budget.

The customer leaves based on an irrational reason.

— Something about this brand feels out of line with my values.

If we confuse when our customer is being rational with when they’re being irrational, our story won’t connect. 

The trick is understanding when to use which, so that the story we tell resonates at the right time, and with the right emotion. 

And, if it's you that's the customer, are you using the optimal part of your brain for the decision at hand? 

David Sherry