I know that I have to fill out this form before the doctor will see me, but the way you behave when you design the form and the way you ask me to fill it out will change the way I think about everything else you'd like me to do.
I know that I have to go to that meeting or pay that tax or listen to this lecture, but, right here, in this moment when you have power, you are going to to establish the way I feel about your entire organization.
If a marketer works hard to provide a positive experience when the customer has no choice, the benefit of the doubt that's earned is worth far more than it costs.
Redesign that form, change your attitude, adjust your fees and bend over backwards to be grateful. It'll be rewarded.
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