How B2B services firms win new business in a shifting market.
Familiar and fast: what research says about how clients choose
A 1968 experiment, a test of 2,241 firms and two buyer surveys suggest clients pick the firm they know, then reward the one that answers first.
How clients choose, 7 min read
What happened when real workers were given generative AI
Two field studies of AI at work: who gained, who barely moved, and the task where it made smart consultants worse.
AI at work, 7 min read
The jam study, and what it really says about too much choice
The famous 24-jam experiment, the replications that didn't match it, and what the research says about choosing well from a long list.
How people choose, 8 min read