This video is wild.
It shows a 4WD crossing a river.
Or does it?
Perspective is everything.
But you already know that.
Here’s the thing though: it’s not just our eyes that get tricked.
It’s our brains.
Our brains are constantly trying to make sense of what we see.
They fill in the gaps using past experience and assumptions, and they settle on a story that feels “reasonable.”
That’s exactly what your customers are doing when they’re judging your product or your pricing.
And it’s what your colleagues are doing when they skim your email or half-listen to your presentation.
They’re not analysing the details.
They’re inferring.
Jumping ahead. Getting distracted. Joining dots. Getting the gist.
So if you want to influence decisions, don’t rely on what’s technically true.
Design for the story people’s brains are going to tell.
Because if you’re not shaping the story, your audience will.
P.S. Thanks for being a subscriber. I share ideas about behavioural science every Monday, Wednesday and Friday 😊.
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