Читать книгу Blind Spot - Nathan Shedroff - Страница 29

Think back a few weeks about what music you were listening to. There was probably a song that, when it came on the radio, made you stop talking and raise the volume. It made you feel better immediately and took you on a great emotional journey.

Today, the song doesn’t affect you that way. It comes on the radio, and you won’t turn it up. It may do little for you now. This is known as habituation. As you do something or use something more frequently, typically, the intensity of your reactions falls over time. You probably love your car the moment you buy it. Four months later, however, it’s not so special, and a year later, you may barely notice it. Habituation is a central challenge in building relationships with people. Over time, your clients can overlook you if you’re not renewing the relationship and providing them with new, positive feelings. And that’s a shame because digital media has made it much easier to reach people, even if it’s also increased the number of voices competing for their attention. Responding to habituation requires constant adjustment of touchpoints, while taking into account the pace of change that customers will prefer. It can be a difficult balancing act, but an essential one.