At even a subconscious level, we know that perfection isn’t probable. This is why a product with an average review score of 4.2 will sell at a higher conversion rate than a product with nothing but glowing 5-star reviews.
When assessing an investment of our time, resources, or dollars in something new, our brain goes on a journey, filtering the good news until it has assessed the trade-off, which could be the price, what elements or features are not included, and what experiences others have had—especially the negative.
The negatives act as a disarming mechanism. It is almost as though a malarkey filter has been removed, and the positives and benefits of this decision can now flow freely. It works online. It works in human-to-human sales. It works in leadership.
