Transcript Are they ready to decide? Differentiating with Knowledge The content of this presentation was derived from an article in The McKinsey Quarterly Todd Youngblood The YPS Group,

Are they ready to decide?
Differentiating with Knowledge
The content of this
presentation was derived from
an article in The McKinsey
Quarterly
Todd Youngblood
The YPS Group, Inc.
ypsgroup.com
[email protected]
678-429-7452
Topics
• Differentiate what?
• Customer Bias
• Tools
Levels of Differentiation
Helping customers make
better decisions
…an example of
“Knowledge Differentiation”
Knowledge
Service
Product
Price/Quality
Technology
Customer Bias
• They’re all biased
• We’re all biased
• Get over it!
Acknowledge it!
Deal with it intelligently!
Two Main Types of Bias
• Confirmation Bias:
Unconsciously attaching weight to things
consistent with what we already believe
• Overconfidence Bias:
Imagine an executive that is not overconfident
in his or her own ability…
Overcoming Bias
Consider:
• Different points of view
• Downside risk
Use the
Decision Making Checklist
Differentiate with Knowledge
• Teach your customers how to make better
decisions
• Help your customers make better decisions