The importance of feeling important

This article argues that boosting a customer's self-esteem is a fundamentally important part of design, UX, human psychology, and marketing.

The importance of feeling important

Rory SutherlandOgilvyOne London

Considering how to boost your customers' self-esteem could be one of the most important things you do.

If you want to read one of the funniest passages of writing to appear anywhere in the past ten years, may I recommend Richard Thaler's memoir Misbehaving. Best of all is the chapter in which he describes the extraordinary in-fighting that accompanied a move to new offices by the Faculty of Economics at the University of Chicago.

Theoretically, the allocation of the new offices should have been simple. Since economics as a...

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