Why uncertainty makes us shudder “The oldest and strongest emotion of mankind is fear, and the oldest and strongest kind of fear is fear of the unknown” — H.P. Lovecraft Advertisements Share this:TwitterEmailFacebookLinkedInPinterestLike this:Like Loading... Related 2 Comments Uncertainty begins to raise its head in milder forms than fear in the form of anxiety and stress. Even in mild forms they have an impact on our behavior. I find it productive to consider a psychological comfort zone as a state where the external world appears safe because it is largely predictable and orderly. As Martin Seligman once put it, “anxiety is the alarm clock going off in your head telling you that things are not happening as you predicted.” Pushed out of our comfort zone and we become more closed minded which compound the issue. Businesses can benefit by understanding this – if they create uncertainty for customers they make them less receptive, if they reduce uncertainty they make a value connection. John I. Todor, Ph.D. Alliance for Business Innovation Thanks John, a very good lesson for businesses regarding customer service. Ron Leave a Reply Cancel reply Enter your comment here... Fill in your details below or click an icon to log in: Email (required) (Address never made public) Name (required) Website You are commenting using your WordPress.com account. ( Log Out / Change ) You are commenting using your Google account. ( Log Out / Change ) You are commenting using your Twitter account. ( Log Out / Change ) You are commenting using your Facebook account. ( Log Out / Change ) Cancel Connecting to %s Notify me of new comments via email.