Étienne Garbugli

Entrepreneur & Author of Lean B2B

Target moments of irrationality

By Étienne Garbugli | September 2, 2010 | 0 Comment

It’s not easy to convince people to buy online. People expect free. If you’re just starting a business and wish to make money without fighting an uphill battle (you probably do), one of the things you can do is ease the barriers to purchase. You can do that by:

  • Selling a product purchased in moments of irrationality (eg. when planning a wedding).
  • Creating an irrational reaction through your product marketing (eg. Buy now and receive a free glowstick).

It’s not surprising to see that some of the most profitable online industries rely on events leading to irrational (or less rational) thinking (wedding planning, pornography, gambling, gift giving and drugs and medications).

A lot has been said about the role of emotions in purchase decisions. Competition not counted, if you had to choose an industry tomorrow, you’d be wise to pick one with elastic demand and (temporarily) irrational customers.


Étienne Garbugli

Etienne works at the intersection of Technology, Product Design and Marketing. He’s a three-time Startup Founder, a five-time entrepreneur, and a UX research expert. Etienne is also the Author of Lean B2B: Build Products Businesses Want. Lean B2B is a framework used by thousands of entrepreneurs & innovators to reduce the risk of their B2B ventures.


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