When making decisions, people go with what they know.

For purchases, they know one thing for sure: price.

They also think about what they’d lose. Often, it defaults back to dollars.

And it’s not about losing dollars tomorrow. It’s about losing dollars today.

This is how we’re wired.

So how do we make something more certain than price. And how do we switch the immediate loss from dollars to something else?

Nobody wants to save for retirement. That’s pricey.

[notes from this twitter convo]