The psychology of choice:
Ask any entrepreneur and they’ll probably tell you it’s getting harder to forge meaningful relationships with customers Choices for just about everything multiply making emotional connection with the product or service critical.
A big part of an entrepreneur’s job is to notice things other people miss, understand the motivations behind the series of decisions that lead a customer to take action, hopefully being to buy your product. Understanding how users feel during that process is what differentiates your business. The better you know what turns them on or off, their emotional connector, the more likely your prospect will buy