How Your Customers Judge You Before You Even Open Your Mouth
The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth
The Subconscious Influence on Decisions
This chapter explores the interplay between subconscious influences and conscious decision-making, highlighting the biases and ingrained memories that shape our choices. It contrasts intuitive and rational processes, revealing how our evolutionary background plays a crucial role in our decision-making systems.
First impressions aren’t just important—they’re everything. Research shows that customers, clients, and even your colleagues are forming opinions about you, your brand, and your business in mere seconds—often before you even get a chance to introduce yourself!
In this episode, Colin Shaw and Professor Ryan Hamilton dive deep into the psychology of first impressions, exploring the fascinating (and slightly terrifying) science behind snap judgments. How fast do customers decide whether they like or trust you? Why do first impressions stick so stubbornly? And most importantly—how can you make sure your business gets it right?
From real-world business insights to slightly embarrassing personal stories (yes, there’s a “matching tie and handkerchief” moment), this episode is packed with actionable takeaways, humor, and behavioral science gold.
If you’ve ever wondered why customers make instant decisions about your brand—and how to make sure those decisions work in your favor—this is an episode you don’t want to miss.
Best Quote from the Episode:"People decide if they like you before you even open your mouth. Customers do the same thing with your business. And once that first impression is locked in? Good luck changing it." – Colin Shaw
Key Takeaways:✅ Customers form opinions in seconds. Studies show that people can judge competence, trustworthiness, and likability in as little as 10 seconds—or less!
✅ Your rational brain is slower than your gut. Neuroscience suggests that we make decisions before we consciously think about them—then we just make up a story to justify the decision we already made.
✅ Bad first impressions are a business killer. If your website looks outdated, your store is messy, or your customer service rep is unfriendly—customers won’t stick around to give you a second chance.
✅ The Halo Effect can work for you (or against you). One good first impression can positively color how customers see your entire brand. But a bad one? That impression sticks.
✅ First impressions happen multiple times. The moment a customer sees your ad, lands on your website, calls your contact center, or walks into your store—each moment is a new first impression. Make them count.
✅ Be careful what YOU look for. Your own biases affect how you judge customers, employees, and even your team. If you assume someone is a "bad fit," you’ll find reasons to confirm it—even if it’s not true.
🔎 Why You Should Listen:
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Want to know how to create the perfect first impression for your business?
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Curious about the crazy science behind why people judge in a split second?
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Want to hear Colin and Ryan debate whether a “matching tie and handkerchief” can ruin your career?
About the Hosts:
Colin Shaw is a LinkedIn 'Top Voice' with a massive 284,000 followers and 86,000 subscribers to his 'Why Customers Buy' newsletter. Shaw is named one of the world's 'Top 150 Business Influencers' by LinkedIn. His company, Beyond Philosophy LLC, has been selected four times by the Financial Times as a top management consultancy. Shaw is co-host of the top 1.5% podcast 'The Intuitive Customer'—with over 600,000 downloads—and author of eight best-sellers on customer experience, Shaw is a sought-after keynote speaker. Follow Colin on LinkedIn.
Ryan Hamilton is a Professor of Marketing at Emory University's Goizueta Business School and co-author of 'The Intuitive Customer' book. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets & Quants' "World’s Best 40 B-School Profs Under 40." His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan has a new book launch in June 2025 called “The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things” Harvard Business Press Follow Ryan on LinkedIn.
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