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spotlight effect

Cognitive Bias in Marketing: Spotlight Effect

This is one part in a series on Cognitive Biases and Logical Fallacies in marketing. Read more here. The “spotlight effect” is a cognitive bias that refers to the tendency…
Two Buyers

Marketing Means: You Have Two Buyers

Never forget that you have two buyers (internal AND external stakeholders) who both need to opt-in to your marketing strategy for your waste, recycling, or sustainability-minded business. We’re going to…

Cognitive Bias in Marketing: Curse of Knowledge

Cognitive biases are inherent patterns of thinking that can influence our judgment, decision-making, and perceptions of the world around us. These biases are a result of the brain’s need to…

Five Tips for Crisis Communication

The following is part of a series of guest posts by local leaders, originally appear on the Shafer Leadership Academy site.. This post is authored by Jessica Shrout, owner of…

A Message from Our President

It is surreal running “business as usual” when so many businesses are scrambling for contingency plans in the light of states of emergency being declared. Clients are stressed. Friends are…