My son thinks it’s absolutely brilliant when he’s on the swing and I pretend he’s knocked me over. It tickles him no end. 

That’s because he’s already flexing his cognitive bias and demonstrating a common behavioural heuristic. The Pratfall Effect.

The Hedonometer experiment took the 10,000 most common words in the world and had them scored on a nine point scale of happiness. A word scoring a 1.0 would be the saddest word in existence, while a 9.0 would be the most joyous, wonderful collection of letters imaginable.

The timeframes have changed in 2020. But the optimism? That’s still here. Because as we’ve learned from our clients – and our own experiences – during a very challenging 2020, there’s a clear way forward for businesses.

You know what I’m going to say, don’t you? How long’s a piece of string? It’s an old cliche, but it’s so relevant here. Because we get asked questions like “Why is this landing page so long?” from some clients. And then, “Why isn’t there much content here, why is this page so short?” from others.