Preview
What it is.
Katelyn Bourgoin writes Why We Buy and is CEO of Customer Camp. Her own pages describe her as a 4X founder. The email goes out weekly on Tuesdays to 63,000 readers.
Each edition takes one bias and grounds it in a purchase. The normalcy bias issue works through why people ignore warnings. The Dunning-Kruger issue works through overconfidence and how retailers sell to it.
The stated bar is published science over guru advice. The archive is open on the site, and it mixes bias explainers with brand write-ups on names like Bombas.
What you get.
- A weekly Tuesday email on one bias or buying trigger
- A purchase story that shows the bias operating on a shopper
- Two or more ways to use it in marketing, sorted by business type
- Brand write-ups on names like Bombas and Coca-Cola
- An open web archive of past editions, readable without subscribing
Editions we'd start with.
Normalcy Bias ↗
Why buyers assume tomorrow looks like today, and what that does to urgency messaging. A clean example of the format.
Dunning-Kruger Effect ↗
Overconfidence from both sides: buyers who overrate themselves, and experts who assume you know what they know.
Katelyn Bourgoin's Trigger Technique Framework ↗
Her four-step method for turning customer interviews into testable growth ideas. Start here if you want the underlying research habit.