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It's more advantageous to structure decisions to be easily reversible than to take too much time trying to make the perfect choice.

Shane Parrish

This "tiny thought" from Shane Parrish really got me thinking. We're currently looking at getting a new CRM system, and whenever you make a decision like that it feels like you have to do it without enough information.

We sometimes ask customers "Knowing what you know now, how likely would you be to choose X if you had to make the decision again?" This question is powerful because it uncovers the gap between perceptions at the point of decision and later reality.

You'll have heard us talk about the different perspectives of the "lens of the organisation" and the "lens of the customer". That difference may well be strongest at the point of consideration. You know what your solution is, what it does well, how much work it will take to get up and running, but your potential customers don't know any of that.

Taking away perceived risk and friction is a key part of the customer experience, even though they're not customers yet.

Thanks for reading,

Stephen

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