Evolutionarily, we're hard-wired to avoid unnecessary risk. However, this means we have a frustrating tendency to stick to what we know, forgoing opportunities for new and better things. However, we also naturally follow others, especially in such new or unfamiliar situations.

Consider surfacing collective wisdom about a new product you're offering, by highlighting just how well it's done in customer trials. Where might you show this information? What might it look like?

Or for an existing product that feels distinct, unfamiliar and / or potentially unpopular at present, where can you remind people that this product was loved by the vast majority of existing customers? Consider backing up the claims with a easy-to-process rating system and / or key quotes from your most established customers.

We all look for shortcuts when making good decisions and the wisdom of the crowd is no exception. How can you use others’ choices to reassure individuals, help reduce risk aversion and ultimately explore the benefits of what is currently a little unfamiliar?