Why customers buy

Notes on the psychology big brands use on their customers, and what a small business owner can do with it this week.

1 Oct 2026

How to increase average spend per customer in a restaurant

The cheaper money is already sitting at your tables. Five studies on what moves a restaurant ticket, which of them held up, and one change to the menu to make this week.

1 Oct 2026

How to handle price objections without dropping your price

"It's too expensive" is a comparison. What the research says changes the comparison, which of it held up, and one way to quote this week that does not involve a discount.