It’s an issue of expectations. Even with sirens ands bells… if you hear them and are trained to start looking for something red, you’re actually more likely to miss the giant yellow truck that’s about to ram your car in the intersection.

The same thing happens with consumers. If they expect one thing and you give them something else, it’s going to impact how they respond.

Aaron Dinin, PhD

I teach entrepreneurship at Duke. Software Engineer. PhD in English. I write about the mistakes entrepreneurs make since I’ve made plenty. More @