Why Does It Work?
People, even technical people, are just that: people. As much as we like to pride ourselves on being able to judge information based on facts, sometimes we go for the flashy shiny things instead of the “right” thing. The technological world is full of superior technologies that never caught on because of this very reason: Betamax, Smalltalk, FireWire.
That’s because people don’t just make decisions intellectually. We use our emotions. In fact, we usually use them more than our brains.
So, packaging matters; message matters. Don’t worry, we don’t have to tell the marketing department that we know it’s true. It will just be our secret.
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