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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  August 27, 2015

How Decisions Get Derailed

Earlier this month, I posted about how our brain’s bias can trick us. According to this Fast Company article, emotional reactions to irrelevant events can impact how we analyze information. My favorite findings:

  • Anger shuts out outside perspectives. We tend to follow our own perceptions.
  • Aggression increases when the outside temperature rises. (Which is why I stay off the roads in the Phoenix heat.)
  • Lack of confidence makes us question all information we receive.

Why do you care about this? Two reasons: (1) this is how our potential clients make decisions about hiring us; and, (2) this is how we make decisions about who we hire to help us. Once again, more great research that points to what we all know but many won’t address: even the most analytical, sophisticated buyer feels before they think. Not addressing the emotional context around our conversations is a recipe for disaster. Sometimes a delayed decision is the best choice.

 

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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.