Companies invest a lot of time, money and energy into building their brands. They want you to have a certain experience with their products. Take a moment to consider popular consumer products that are in the same category and what thoughts they bring to mind…

• Apple versus Microsoft
• Rolex versus Timex
• BMW versus Ford
• Godiva versus Hershey

It could be that you’re deciding to accept that ideal job with a long commute OR debating if you should go sightseeing on vacation in the rain.

When deciding, to do or not to do, thoughts are typically focused on what might happen or what you’re not going to like about it. The final decision affects both the experience you have and the perception you create for your brand.