Maximizers

In The JOLT Effect, a maximizer refers to a type of person (buyer, in this case) who:

• Wants to make the absolute best possible decision, not just a good one.
• Wants to explore every option, analyze all data, and compare thoroughly before committing.
• Often fears messing up (making the wrong choice).

In short, someone who is always trying to get the lowest possible risk.

The trade off is, though, that all of this happens at the expense of risking the inaction of now.

It can (it does) take many shapes and forms, especially in small businesses:

• We need more data.
• We have the data… but we need more info.
• Let’s wait till the person who is not now here (but knows a bit more of the situation) is back. Then we’ll deal with that customer issue.
• How do I know it’s a safe thing?
• Can YOU be 100% sure this will succeed?
• We have to analyze and start implementing changes step by step.

Here’s the thing:

You won’t get “more” certain.

There are certain decisions that need a good timing. And way more others that need ANY timing being now.

And you know what?

You already know what to do in your gut.

Just follow it.