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Understanding the “Non-Rational” Dimensions of B2B Buying

While brand development is not necessarily formulaic (branding sits somewhere between art and science) the majority of what we discuss here at Sustena can be categorized as “rational”. However, David Dodd's article "Understanding the 'Non-Rational' Dimensions of B2B Buying" reinforces the antithesis which we know to be true - not all business decisions are linear or rational. Dodd introduces the idea of “heuristics” which he describes as “rules of thumb that humans use to simplify decision making.” Heuristics can be helpful in the short term but can create cognitive biases that hinder long-term growth. Which of the 6 heuristics that Dodd introduces is hindering your brand’s growth the most?

Read more from Dodd here.

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