Most entrepreneurs obsess over the big, obvious stuff when they’re trying to make money for their business. For example, it’s the logo, the store layout, the Instagram feed that looks like it belongs in a Vogue magazine. All of that matters, sure, but it’s not where customers form their final opinion. That happens at checkout. Yeah, it sounds weird, but it’s true. Okay, just think about it. A customer can walk into a beautiful store or scroll through a flawless online shop, but if the...
