There was a time when customers entered stores or websites “armed” with judgement.

Now they enter those same stores and websites “armed” with knowledge.

Why is this so?

Because there are not enough people in the stores or on the websites to give them the knowledge they need to exercise their judgement.

They’re not “smarter” than shoppers in the past. They just have more “knowledge” out of necessity.

Do you make it necessary for customers to enter your business “armed” with knowledge or do you sincerely help them exercise their judgement?