Inertia

Many businesses, especially larges ones, work on the premise that customers suffer inertia.

This is particularly true of insurance, mobile phone companies and so on, where there is an annual contract or longer and it just repeats month after month. Most of us have more important and exciting things to do than check our contracts and charges constantly. So the money keeps rolling out.

Then we become aware either by chance or we discover it, that there are much better deals available.

You could say well it is up to us as consumers to check and why is it the companies fault. Partly this is true.

However, when you find out that you’ve been paying more than you needed to for a year or longer and the company stayed silent you tend not to feel too warm towards the company and often, at the first opportunity, we go elsewhere.

Smart businesses aim to keep communication going with the customers. More importantly, from the outset, they adopt the right values and staying silent and hoping your customers don’t notice, is not one of them.

Customers are people to be valued always, it’s a long-term relationship, not a relationship based on using inertia as a strategy and hoping they don’t spot better options elsewhere.

A funny thing

It turns out we are rather good at that thing we’ve wanted to do but our mind has sabotaged us from trying it.

What happened? We decided to do it…1,2,3…let’s go. We braved it, we stepped out of our mind, we allowed the fear to be the guide instead of the inhibitor.

The things we fear are the things that matter and the more we fear the more they matter. Why? Because our mind is programmed to protect the self-image the same as our limbic system is designed to protect the physical us. So if a bus is hurtling towards us we react instantly thanks to our limbic brains.

The mind lives in the past or the future, constantly fueling the self-image and projecting forward looking for salvation or more of the same. So when we try to do something, the mind creates worry, anxiety, fear through future projections of what will happen if we try. The mind does not want anything to happen to the self-image so the future projections are usually gloomy.

The moment we step away from our thinking and just do, focusing on that thing and that thing alone, deep focus, then the mind is silent and disarmed. What happens then is we learn, get even better and realise the fear/worry/anxiety etc wasn’t real.

We realise that the thing we’ve wanted to do, we can and we can do it and enjoy doing it.

Stay away from the mind and a funny thing will happen, we’ll fear things less.