Welcome to the Building a Story Brand podcast where we believe if you confuse you'll lose noise is the

enemy and creating a clear message is the best way to grow your business I'm your

host Donald Miller I'm joined by my co-host dr j j j j j j j j j j j j j j j j j j j j j j j j j j j j j j j j today

we're talking about why people buy things.

What are the emotional psychological triggers?

And you and I just pre-recording have decided, and it's something that probably everybody knows but nobody really wants to talk about

yeah you don't make rational purchasing decisions neither do I not does anybody listening

we think we do no but we don't and I would actually say that's true about voting yeah that is true about

when you were dating the people that she would date I used to give this talk about

you know something along these lines and basically the talk was trying to prove the psychological point of you make a decision

then you actually justify that decision and then when somebody says why did you make that

decision you present the justification when it's really not why you made the

decision well the amount of times I've heard people go like they buy something they go well

but the reason I got is I got a great deal well you

didn't buy it for the great deal right like I mean you didn't need it to begin with but

the justification is the price was amazing I got it on this great sale

so I was able to get justification.

And the problem is when we're actually as business leaders, when we're trying to sell people stuff,

we also present the justification, which in some ways is good, because you're actually giving the purchaser the words to say to justify having done it.

And feel good about it. That's right.

Own their decision, not just like manipulate them, but it really is like for them to be able to own the decision of why they buy it.

But that's not why they bought.

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