We should all strive to approach our work with this belief from Khalilah Olokunola
Today I consider myself an Impact Architect. I only build that which brings impact.
It rhymes with the concept of being a superstar in your role that sports teams (go Celtics!) talk about.
Every little thing it does is magic, because…
It reduces decision friction.
Or, as Why We Buy says:
[because] eliminates our brain’s natural tendency to overthink a decision.
Instead, it signals the mental heavy lifting has already been done, so the brain shortcuts to accepting what comes after as a valid reason. And we’re more likely to comply when something’s justified.
A classic example:
Based on my kids, real-time generative AI produced entertainment should be the preferred medium for Generation Alpha
Common request format: I want {novel iteration} of {common format}
They try to find something that matches the (multimodal style) vision in their head
We talk about this with clients a lot, and currently have a company thinking about switching to us because their current partner relies too heavily on promos.
The danger isn’t in discounting itself. It’s in conditioning. When buyers consistently see 20% off, they don’t view it as a bonus — they start viewing full price as a penalty. Over time, your standard pricing feels inflated, and loyalty shifts from brand to bargain.
The balance will (likely) get harder in our post-tariff world.
Sales and promotions are tools in your toolkit. But they shouldn’t be the introduction.
via Buyology
It’s hard for people to imagine, sometimes, something that hasn’t happened yet.
So many things that people told me would never happen, have happened.
Said as part of a conversation about how people expend so much effort to say something can’t happen instead of just asking “what if it could?” and facing whatever fear that brings.
It may not work. But what if it did?