Sometimes It’s Not Who, But When

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Who is more likely to have an affair, commit suicide or run a marathon, in the coming year?

In this Vlog, Grant explains why the answer to this question has everything to do with your business.

Have you heard of the nine Enders?

The nine Enders is a phenomenon that people are more likely to have an affair, commit suicide or run a marathon, when they’re in the ninth year; 39th, 49th, 59th, 69th year of their life.

Of course, the reality is that only one year’s passed like any other, but people often reflect when they get to what they consider a big birthday, their 30th, 40th, 50th or 60th year.

This matters because it’s not just who your customer is – but when they might change their behaviour.

You see, 45% of everything we do is habitual. So when is it more likely someone will change their accountant, lawyer supermarket or I.T. maintenance provider? It’s actually, when people are experiencing change, they’re more likely to look at their behaviour. So for example, when someone’s getting married or starting a new job or moving house or retiring, they’re more likely to review and reflect and make different choices.

So you should ask yourself, in your business, what are the events that people go through when it’s more likely they will change providers?

For example, think about a supermarket. They might want to target families because they spend the most money, but actually someone is often more likely to change supermarkets when they move areas. So while who the customer is, is obviously important – when – can be equally as significant.

If you would excuse me, I always have a beer after making videos…


There may be small changes to the spoken word in this transcript in order to facilitate the readability of the written English

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