Quick Answer
For search, voice, and "just tell me what to do".
People don't buy products - they buy relief from having to figure things out themselves. Every purchase is an outsourcing of mental work: 'You've already done the thinking; I'll pay to benefit from it.' Understanding this transforms how you position and price products. You're not selling information or tools; you're selling the peace of mind that comes from not having to think about something.
Key Takeaways:
- Purchases outsource mental work
- Value is in thinking already done
- Positioning should emphasize relief
- Pricing reflects mental work transferred
- The best products eliminate decisions
Playbook
Identify what mental work your product eliminates
Position products as 'thinking already done'
Remove customer decisions wherever possible
Quantify the mental burden you relieve
Price based on complexity outsourced
Common Pitfalls
- Selling features instead of relief
- Requiring customers to do mental work to use product
- Positioning as 'tools' instead of 'solutions'
- Undervaluing the thinking you've done
Metrics to Track
Customer-reported peace of mind
Decision burden transferred
Post-purchase mental load
Premium willingness for done-for-you vs. DIY
Relief-focused testimonial rate
FAQ
How is this different from selling convenience?
Convenience is about time; mental load is about effort. Something can be quick but still require thinking. The deepest value is eliminating the need to think.
Should I make customers think at all?
Only when necessary for their specific situation. Default to pre-made decisions; offer customization for those who want it.
How do I show I've done the thinking?
Clear recommendations, curated selections, explained decisions, and confident guidance. Show the work so they trust the conclusions.
Related Reading
Next: browse the hub or explore AI Operations.