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How well do you know the backstory?

If you want your widget to be chosen, you must further the story line or resolve the dilemma.

I don't buy it that consumers make impulsive decisions. They make quick decisions. They make habitual decisions. They make decisions with very little thought. And they make emotional decisions. But calling it impulse leads people to believe it is a random purchase. There is always a story behind the decision. You must find that story. Then you must fit your product into the narrative in a way that helps the story unfold as the buyer hopes.