As business owners we are constantly counselled to make sound decisions based on analysis and common sense. So we look at the figures, the bank balance, speak to trusted associates and buy or make the decision accordingly. But are we always pleased with the decision we make?

Let me give you an example. When the iPhone 3 came out I really wanted one. I often visited the mobile phone shops and had a little play and kept on telling my family I wanted an iPhone. But when it came to the time to change phones I allowed my head to rule. I came to the conclusion that I couldn’t justify the extra cost so I bought an alternative phone. And the result? I was never satisfied with it. The truth was it just didn’t come up to the iPhone’s standards in my opinion. I constantly compared it, and it came up short!

And it was then that I realised that sometimes I had to let my heart rule! Sure I still needed to do the figures and make sure I wasn’t making really wacky decisions, but I had to go with my heart (or gut if you like!) sometimes. Of course, the reality is that the phone I bought cost me more, because I eventually gave in and bought an iPhone anyway!

Your customers are just the same. So ask yourself are you making your products or services attractive enough to let their hearts rule? I hope so.

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