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Predictable Magic: Unleash the Power of Design Strategy to Transform Your Business by Ravi Sawhney, Deepa Prahalad

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7 Engage Emotionally

To engage emotionally may very well be the holy grail of all business aspiration…that is, with one clarification, we must engage positively. In truth, every consumer experience creates an emotional response. And the negative emotions generated by a bad consumer experience can have as much or more impact than the positive ones. The old adage about restaurant patrons holds true. Consumers will tell one person about a good experience and ten about a bad one. Technology has only increased this viral effect; a compelling consumer horror story can reach millions of people virtually overnight.

The power of emotion-fueled communication is at the heart of our Psycho-Aesthetics® mantra: “It’s not how you feel about the design, it’s ...

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