Articles exploring decision making through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.
8 articles
Flat A/B test results are undervalued. Learn why a zero-lift outcome carries real strategic value and how to extract actionable insights from null results.
Inconclusive A/B tests are not failures. Learn why tests end without a clear winner and the strategic decisions you should make when results are ambiguous.
AI makes you faster, but faster is not always better. A contrarian take on the AI productivity illusion and when slowing down produces superior outcomes.
Challenge the myth that B2B buying is purely rational. Explore why high-stakes business decisions are deeply emotional and how emotional design patterns can drive B2B conversions.
Self-service vs. high-touch through the lens of decision complexity, perceived risk, and social proof needs. Why the right growth model depends on buyer psychology, not just product category.
Multiple decision-makers with conflicting motivations require different persuasion strategies than B2C. Understanding buyer committees through behavioral science reveals why standard conversion tactics fail in enterprise sales.
The availability heuristic explains why easily recalled information disproportionately influences risk perception. Security badges work because they make safety cognitively available at the moment of decision.
Humans process negative information more deeply than positive information, which means a single critical review carries disproportionate weight in purchase decisions and trust formation.