If your prospects seem apathetic, they may be rational. “Rational apathy” is when people perceive a problem to be so small, or the solution to be so enormous that they become apathetic about it. After all, we cannot individually take on every woe in the world. In commerce, rational apathy exists when a problem does not, or the market doesn’t perceive a problem, or solving the problem seems insanely complicated. The word “rational” is included in the concept because prospects are making gut-level decisions concerning their needs and alternative (in)actions. Lackluster concern comes from the perceived effort and benefit in solving the problem, and takes one of many possible forms including but not limited to: No Pain: Prospects perceive that they do not face a threat, the pain within their situation, or that the pain is small enough to endure. Too big to correct: Solving the problem appears to be … Continue reading →