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" ... As the founder of a behavioral design consultancy, I’ve seen that experiences are often designed around peak moments when we are highly emotional and, in turn, more susceptible to influence. I coined the term “mindstates” in my book to help describe these moments. However, this approach can be expensive and is somewhat risky. After all, if the moment doesn’t resonate with your customer, it will be a costly miss for your brand. ... "
" ... I believe one solution to this could be using science (specifically behavioral psychology) to fully develop a creative strategy that can emotionally engage your customers quickly. In my experience leading a behavioral research and design consultancy, I've found this science builds empathy among marketing teams by understanding people’s mindstates when interacting with your brand. ... "
" ... Through my time leading a behavioral research and design consultancy, I've also found that mindstates can be influenced by our life stage. ... "