““Change your story, change your life. Basically, that’s what it is.” ”
In B2C decision making we are trying to minimise the risk of regret and in B2B decision making, we are trying to minimise the risk of blame. If you change the story about something, you change its meaning and if you change the meaning, you change our visceral response to it, and if you change our visceral response to it, you basically change our evaluation of it. This is essentially how decision-making works. Things are not things, we respond to things in a context from which we derive meaning, the meaning derives an emotion, the emotion drives a behaviour, and the behaviour then drives an act of post rationalisation.