What steps are you taking to help your customers imagine what it’s like to own your products or services?
Today’s Monday Morning Marketing Quote discusses the role of forward planning in decision making, and comes from Everett M. Rogers and his book, Diffusion of Innovations.
“In developing a favorable or unfavorable attitude toward an innovation, an individual may mentally apply the new idea to his or her present or anticipated future situation before deciding whether or not to try it. This vicarious trial involves the ability to think hypothetically and counterfactually and to project into the future: What if I adopt this innovation? Forward planning is involved at the persuasion stage.” – Everett M. Rogers