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Never Judge A Customer Based On Looks
A COGNITIVE CUES STORY ON LOOKS
Many years ago, I gave a presentation to 50 sales reps and I had:
• wet hair
• no make-up
• no shoes, and
• was only wearing sports socks on my feet
I’m sure many would think this was odd
But an hour prior, I escaped the MGM fire in Las Vegas and fled with only a few articles of clothing on my
back. I had a good reason for looking strange. I decided to present at my meeting despite my situation.
My strange ‘look’ had nothing to do with my skills and/or thinking.
A bad hair day, a broken shower, a fight with a spouse, a medication that causes excess weight gain – there
can be multiple reasons people come to focus groups or #mrx studies looking ‘odd’ in your eyes.
Don’t judge consumers. It’s your goal to understand them. It’s called: Consumer Insights