Have you noticed how things can be more successful if they are consistent with their surroundings? It could be the simple things that make this succeed, but sometimes people don’t tend to look at the complete picture when they have an idea in their mind. For example, beer sales are going to be higher at a ball game, than they are at the ballet. Or selling vaginal dryness cream is more effective if a woman is doing it rather than a man. It’s all a matter of context.

This advice is usually more valuable if you operate in a niche. Making your surroundings and product offering consistent with one another is the secret to success. The two must complement each other rather than being at odds. People’s purchase behaviour needs to be reinforced rather than questioned and a consistent user experience is the key to this. Sometimes the best way it to step away from what you’re doing and wear a stranger’s shoes. If you look at the big picture, does it all make sense?