If the customer doesn’t know why they made a decision, how are you supposed to help them make it?

There are three factors at play:

1) the rational brain (which isn’t really used that much)

2) emotional drivers (moods and feelings)

3) contextual drivers (we aren’t always the same person).

So how are we supposed to be empathetic? Somehow cruising down the Amalfi coast with gold chain dangling is relevant. The trick – don’t judge others based on your current contextual situation.