Do you feel different on a Friday night to Monday morning?
Of course you do.
At the end of a working day or week you are probably pretty tired.
So why do we assume the people we’re trying to influence have endless, consistent energy?
Instead, we need to think of our customers, colleagues, investors, suppliers and stakeholders like this:
A wind-up toy.
They have bursts of high energy and attention, and periods of depletion.
Seeing it this way gives you two opportunities:
1. Match your approach to their energy
Want real attention? Show up when they’re fresh.
Want to stick with the status quo? Catch them when their energy is low.
2. Restore energy, don’t drain it
Make it easy to engage.
Be clear on the WIIFM.
Give them a simple next step.
If you want to be more effective, don’t just design for what you want.
Design for the energy they actually have.
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