Jan 17, 2023
I love partitioning! It is such
an under-discussed concept, which is why I decided to refresh this
episode from 2019 for you here today. Partitioning is closely
related to friction or sludge, but it isn’t exactly the same. While
an experience that has partitions may be creating friction/sludge,
it isn’t just about that. And, it isn’t always about
it. Sometimes, adding a partition
is really useful when you want someone to stop and think. I’ll get
into that more as we dig into the episode.
As you get ready to listen to
the episode today, I encourage you to have some experiences in
mind. Try and think of a time when you had a great experience with
a company, where things were seamless and streamlined or it felt
easy. And another where you were part-way through buying and then
stopped or when you changed your mind on a project or whatever
else. Try and think through what happened along the way and keep
that in mind as you consider the idea of partitioning. Where were
the unintended partitions and where did the lack of them make a
Of course, look to your own
experiences in your company as well. If you have a hard time
closing deals or lose people partway through an application form
keep that in mind too. It can all tie back to partitions. So let’s
dive in and learn how you can use partitions in your business to
create a seamless experience for your customers.
- [00:37] Today’s episode is all
about partitioning. I love partitioning! It is such an
- [02:39] Partitioning has shown
us that when you put tiny barriers into place it causes a consumer
to consider their options and be presented with a new decision
point. This can be good or bad on both sides depending on the
- [04:33] Melina shares a study
with bottomless soup bowls.
- [06:34] Another study found
that adding some sort of measurement reminder can help reduce
consumption even if the cups are large.
- [08:45] One study found that
once something became common it no longer acted as a partitioning
- [10:21] It isn’t just effort
that matters but drawing the attention of the conscious brain
really matters too.
- [12:56] It is so easy to be
tricked by our brains.
- [15:07] Those with a high
aversion to gambling were significantly impacted by the
- [16:24] Partitioning money has
also been found to help people save more and spend
- [17:26] Essential with
shopping…once you start the process of spending you are more likely
to spend again until you hit a partition.
- [19:07] Any cognitive
intervention (something that makes the user stop and think) can
trigger partitioning. This can be done using sounds, rhetorical
questions, targets, or progress markers.
- [21:37] It doesn’t have to feel
bad or negative for the consumer.
- [23:41] The cashier in an
airport store bringing up the price of the almonds and forcing us
to rethink our decision multiple times caused anticipated regret
and lowered the total amount spent significantly.
- [25:18] It is easy to talk
people out of a sale, make them feel bad about a purchase, or start
to regret it even when you are trying to be
- [26:07] Setting up targets or
progress markers, on the other hand, can be great partitions for a
business to set up to keep on the radar of their current, past or
- [27:21] Removing partitions and
obstacles can be great for businesses and customers
- [29:29] Partitions in the
selling process are a recipe for getting ghosted. Always schedule
circle-back meetings in the moment.
- [32:03] Make it easy for people
to do business with you. Remove unnecessary partitions in the
process and everyone will be happier.
- [32:13] Melina’s closing
- [32:42] The concept of
partitioning can help you to look for opportunities to make it
easier to work with you, especially up front. Partitions are
particularly dangerous early on and in the selling
Thanks for listening. Don’t
forget to subscribe on
Android. If you like
what you heard, please leave a
review on iTunes
and share what you liked about the
I hope you love
everything recommended via The Brainy Business! Everything was
independently reviewed and selected by me, Melina Palmer. So you
know, as an Amazon Associate I earn from qualifying purchases. That
means if you decide to shop from the links on this page (via Amazon
or others), The Brainy Business may collect a share of sales or
Learn and Support The Brainy Business:
Get the Books Mentioned on (or related to) this
Top Recommended Next Episode:
Sludge: What It Is and How to
Reduce It (ep 179)
Already Heard That One? Try These:
Other Important Links: