How Businesses and Consumers Can Make Better Decisions

Good Morning, Students!

Ever head to the store for toothpaste and somehow walk out with a coffee maker, three candles, and slippers you didn’t plan on buying? But when it comes to big purchases—like a car or phone—you agonize over every detail. Why do the little, impulsive buys feel effortless, while big decisions feel like mental gymnastics?

The answer lies in the two “minds” we all have—one that acts fast, driven by instinct and emotion, and another that slows down to carefully weigh the options. From checkout lane temptations to major life decisions, this constant back-and-forth shapes how we spend.

For businesses, understanding this is like having a cheat code. Knowing when to spark impulse and when to build trust can make or break a sale. Nike’s “Just Do It” taps into the quick, emotional side, while product specs and reviews calm the rational mind. The best brands—Nike, Apple, Amazon—speak to both drivers.

In this edition, we’re unpacking how brands master this balancing act, why urgency makes us act, and how to spot these tactics in the wild—whether you’re buying or selling. Plus, we’ll dive into a case study on Disney to see how they turn magic into marketing gold. Let’s get into it!

-Mr. Projekts

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