The choice of words we use when we’re trying to convey to another person the likelihood of something happening.

Breaking down a long-term process into manageable tasks and challenges helps customers to stay engaged.

Customers will invariably get hold of information that increases their convenience but makes your work harder.

Which toys were your childhood favourites? What was the first movie you saw in a cinema? What was the first record you ever bought?

In a journey of a thousand miles, the first step is easy. You have clean socks and you just ate breakfast!

Have you ever wondered why all the time zones in the world are compared to GMT, Greenwich Mean Time?

What’s remarkable about the story of Santa is the consistency with which we tell it.

How do you make sure the holiday you choose will give you the kind of experience you are hoping for?

Now that we have smartphones and mobile data we have found a way of entertaining ourselves for even the shortest amount of time.

There are some more wonderful examples of words we don’t have in English, that describe emotions and experiences we are all familiar with.

There are some sounds we are conditioned to react to, sounds that instantly demand priority for our conscious attention.

If you only do something to avoid something worse, you will never intrinsically enjoy it for its own sake.

Have you ever sprinted to the gate at an airport, run to board a train or any other of these certainty-seeking things?

We have an instinctive preference for things we can have right now over the things we can have in the future.

We have an extra-liking for others with whom we share an obvious common thing.

No one likes being bumped back to the start again. Especially after you’ve put in time and effort to get to where you are.

As complex, social beings, we take a lot of our cues from the actions of others.

Imagine if everything we did in life was like naming a boat, with no opportunity to change our minds afterwards.

At each step of your customer journey do you explicitly tell customers what the next step is?

Are you using cup of tea language? And would real people have a conversation like that?

Do you talk about percentages, odds and chance to try to persuade people to want your products?

What happens when a satellite the size of a washing machine crashes back down to Earth?

If a machine could tell you every action to take to have the longest, healthiest, wealthiest life, would you listen?