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When YOU know what’s next, set the table for your client’s need Anticipating a next question -- and telling them what to expect -- creates huge trust After a home renovation project, a contractor (who was not selected) emailed to say that he comes back to every client after six months for up to two years. He does that follow-up because HE knows that grout will crack, paint will need touchups and every client will have questions. Building that high level of trust, meeting need

Countless actors have appeared as their own evil twin in TV, movies, stories or games. Just like the old “It was all a dream” trope, it offers an escape hatch for a stalled story that puts characters at a crossroads, unsure of what happens next. Cognitive expert Andy Clark writes about how the human mind has evolved to “predict” how a scenario will play out. Then, we envision a next step or two and even the anticipated outcome. The Prediction Machine You're Pitching To Cognit