People Are Predictable Under Pressure
One of the most uncomfortable truths in marketing is also one of the most useful.
In large numbers, people are predictable.
Not because they're simple. Because they're human.
When conditions are stable, buyers act in consistent ways. They move quickly. They skim instead of study. They accept broad promises without much proof. They assume mistakes can be fixed later because they believe more money is coming.
They're also willing to experiment. They'll try someone new. They'll listen to messages about growth, upgrades, and opportunity because tomorrow's dollars feel reliable.
When conditions feel uncertain, those behaviors flip.
Buyers slow down. They reread. They ask more questions - sometimes out loud, often silently. They want specifics instead of slogans. They delay optional decisions and move quickly on problems that can't wait.
They stop asking, What could I gain?
They start asking, What could go wrong?
These changes aren't random. They're the predictable response of a brain that has shifted from seeking opportunity to avoiding danger. The math hasn't changed. The wiring has. And once that switch flips, the same message that felt motivating a few months ago becomes easy to miss - not because it's wrong, but because it no longer fits the moment.