Kenrick Vaz

The Psychology of Selling: 9 Hidden Concepts That Influence What We Buy

Ever wondered why you said yes to that subscription, chose the premium plan, or felt like a discount was too good to pass up? It wasn’t an accident—it was strategy. Behind every successful sales pitch lies a bit of psychology, a few clever nudges, and sometimes, a full-blown mental illusion.

Kudos to Tom Pestridge for breaking down 9 powerful concepts that organizations use—knowingly or not—to shape our decisions. From the framing effect to the affordability illusion, these principles are working behind the scenes to guide what we perceive as value, urgency, and even necessity.

Whether you’re in sales, marketing, product design, or just curious about the subtle science of persuasion, these insights will change the way you look at everyday buying decisions. Let’s decode the game.

1. The Framing Effect
↳ How you present options shapes what people choose.
↳ Frame benefits strategically to guide decisions.

2. The Affordability Illusion
↳ Big prices feel smaller when broken into chunks.
↳ Break pricing into smaller time units (e.g., per day).

3. The Rule of 3
↳ People never pick the cheapest of several options.
↳ Show three options. Most pick the middle one.

4. The IKEA Effect
↳ We value things we’ve made an effort for.
↳ Let prospects do a (tiny) bit of work upfront.

5. The Power of Free
↳ “Free” activates reward centers in the brain.
↳ Add a gift to tip the scale.

6. The Contrast Effect
↳ Prices are judged in relation, not isolation.
↳ Show a premium option to make yours a bargain.

7. The Paradox of Choice
↳ Too many options overwhelm buyers.
↳ Limit choices to reduce indecision.

8. Anchoring Bias
↳ The first price you present sets the bar,
↳ Show a higher price, then your discounted offer.

9. Endowment Effect
↳ We value things more once we own them.
↳ Offer free trials without commitments.

People don’t buy what’s best. They buy what’s best presented. Sales isn’t just about showcasing features or slashing prices—it’s about understanding how people think, feel, and decide. The most successful organizations don’t just sell products; they shape perceptions, guide emotions, and subtly influence choices using principles rooted in psychology and behavioral science.

So the next time you find yourself clicking “Buy Now,” take a moment to ask: What’s really influencing my decision? Because chances are, one of these concepts is hard at work.

And if you’re the one doing the selling—use this knowledge wisely. It’s powerful stuff!

Become an Unstoppable High Performer

By Mastering These 9 Rare Traits today:

– Progressed faster

– Enjoyed their roles more

– Went on to have huge opportunities

Stop worrying about experience.

And focus more on the intangibles.

Learn these 9 rare traits

To become the ultimate high performer:

1. Get sh%t done

↳ Be someone who can get things done without complaint.

↳ Use the 80/20 rule to prioritise the tasks that yield the most reward.

2. Self Awareness

↳ Analyse both your strengths and weaknesses.

↳ Actively seek to work on and improve the weaker areas.

3. Show Empathy

↳ Show empathy and respect to everyone you talk to.

↳ Use the empathy framework to fully understand how to give it.

4. Strong Communication

↳ Understand how to communicate ideas to different people.

↳ Use feedback models to learn how to explain concepts with clarity.

5. Simplify

↳ Learn to break down complex things into simple bites.

↳ Use the Feynman technique to make simplifying quick and easy.

6. Emotional Intelligence

↳ Separate impulsive emotions from decision-making.

↳ Use the 4 branch model to improve your emotional intelligence.

7. Speak Up

↳ Don’t become complacent with unpleasant situations.

↳ See positive change by speaking up for yourself and others.

8. Time Management

↳ Learn to have complete control over your time and productivity.

↳ Use the Eisenhower Matrix to prioritise, delegate and eliminate tasks.

9. Enjoy Being Wrong

↳ Embrace different viewpoints and take accountability for mistakes.

↳ Live with a growth mindset and strive to be 1% better every single day.

Remember:

Skills can be taught but attitude can’t.

Extraordinary Is Overrated: The Quiet Power of Showing Up Every Day

In a world obsessed with overnight success and viral moments, it’s easy to think that greatness is a one-time event. That one extraordinary act, one viral post, or one epic achievement is what separates winners from the rest.

But the truth is much simpler—and far less glamorous.

The people who win in life, in work, and in relationships aren’t necessarily the flashiest. They’re not the ones constantly chasing a spotlight. They’re the ones who do what they said they’d do. Day in. Day out.

They show up.

They show up when no one’s watching.

They show up when the work is repetitive.

They show up even when it’s hard, boring, or thankless.

That’s what builds momentum. That’s what builds trust. That’s what builds greatness.

Reliability Is a Superpower

In a team, we all love the occasional genius—the person who pulls off the miraculous save in the final hour. But give me the teammate who quietly crushes their tasks every single week over the one who makes headlines once in a blue moon.

Because consistency creates compound interest.

When people know they can count on you, they give you more responsibility. More trust. More opportunities. Not because you wowed them once, but because you’ve made excellence a habit.

Excellence Isn’t a Performance—It’s a Practice

Anyone can be extraordinary once.

The real challenge?

Being consistently good.

There’s a quiet, almost boring nobility to it. Writing the code. Answering the support tickets. Following up on action items. Keeping your word when it’s easier to flake. This isn’t glamorous, but it’s how things get built. Relationships. Products. Reputations.

The most respected professionals in any field got there not by a one-time spark of brilliance, but by stacking days of reliability on top of each other.

When No One’s Watching

There’s something profoundly character-defining about doing your best even when there’s no audience. When the reward is delayed. When the only person who knows what you did is you.

That’s integrity.

And here’s the thing: the world does notice. Maybe not today. Maybe not tomorrow. But people remember who shows up. Especially when it’s hard.

The foundation of trust is not performance, it’s consistency.

So, What’s the Secret?

The secret to winning isn’t to chase viral.

It’s to build daily.

To make showing up your identity.

To become the kind of person who’s known for doing what they said they’d do.

And if that sounds too simple or too small—just remember:

Mountains are moved one shovel at a time.

So the next time you’re tempted to chase extraordinary, remind yourself:

“You’ll achieve much more by being consistently reliable than by being occasionally extraordinary.”

Because being extraordinary once makes you a moment.

But being reliable makes you a force.

LA Diaries: Day 4 – Sun, Stars & a Heartwarming Reunion

If I had to pick one word for Day 4 of our LA trip, it would be: connection.

We kicked off the day with that quintessential Southern California experience — a morning at the Santa Monica Pier. The sun was out in all its glory, casting that dreamy golden filter over the Pacific. The ocean breeze, the sound of waves crashing under the wooden pier, and the laughter of families on the rollercoaster instantly set the tone for a laid-back, feel-good morning.

We strolled past the street performers and candy-colored game booths, and watched the iconic Ferris wheel go round and round. My daughter was mesmerized by everything, and let’s be honest — I think I was, too.

But the real highlight came in the afternoon.

After months (honestly, too many months), we finally reunited with family right here in LA. It’s amazing how a simple hug after a long time can fill up all the empty spaces that phone calls and video chats just can’t. There’s something about sharing a meal in person, teasing each other, catching up on real life — it made this day unforgettable.

Another heartwarming moments of the day came from an unexpected place — a street performer at the pier. He was attempting the “hang bar challenge,” trying to hold onto a rotating bar for as long as possible to win a prize. We sat nearby enjoying our burgers, cheering him on. He didn’t just win — he turned the win into something special. Without missing a beat, he walked over our baby with a warm smile and invited her to choose which soft toy she would like for his prize. That simple, generous gesture touched us deeply. It was a reminder of how small moments can create lasting memories.

Next we switched gears — quite literally — and made our way to Rodeo Drive. It’s everything you expect it to be: palm-lined streets, luxurious storefronts, and that glitzy energy that makes you feel like you’re in a movie scene. While we weren’t exactly there for a shopping spree, it was fun to stroll through the fashion capital, window-shop some iconic brands, and snap a few photos pretending we belonged in a couture campaign.

One of the most unexpected and hilarious highlights at Rodeo Drive? My wife and her love affair with the plants — especially the succulents. While most people were drawn to the designer labels and luxury storefronts, she was out there marveling at the landscaping. “Look at this one!” she’d exclaim every few steps, crouching down to admire a perfectly arranged succulent or snapping close-up shots like she was curating a botanical coffee table book. It was like watching someone walk through a high-end plant gallery — totally in her element. Honestly, it added such a fun, personal twist to our Rodeo stroll, and we couldn’t stop laughing at how her “souvenirs” were just dozens of plant photos.

We all then headed to the Hollywood Walk of Fame together, and even though it’s one of the most touristy spots in LA, it had a different vibe this time around. Maybe it was the glow of the city lights reflecting off the stars on the sidewalk, or maybe it was just the joy of being surrounded by loved ones — but it felt magical. We were lucky to spot Mickey Mouse’s star and then of course my daughter went crazy at the Disney Store.

As we drove back, I kept thinking — LA gave us its best today. Not just the sights and sounds, but the warmth of people and the reminder of what really matters.

LA Day 3 – California Science Center & Rose Garden

On day three at LA we ventured into the heart of Los Angeles for a day of exploration, learning, and wonder at the California Science Center—a favorite local gem that’s always full of surprises. With perfect spring weather and just enough clouds to keep it cool, it was the ideal setting for our little family adventure.

Just after parking we saw the amazing shuttle area that’s under construction. It’ll take a year or so to get completed. The planes at the entrance too were breathtaking!

Ecosystems That Come to Life

Our journey began in the Ecosystems exhibit, a true highlight of the Science Center. From the moment we stepped inside, we were immersed in interactive habitats that mimicked everything from deserts and polar zones to deep-sea environments and the rainforest. The kelp forest tank was mesmerizing—a multi-story glass aquarium filled with swirling schools of fish, leopard sharks, and giant kelp swaying gently in the water. We were lucky to witness two scuba divers who went into the aquarium.

Our daughter especially loved the discovery center. And also later touching the star fish!

The Science of Dogs

Next up was the special exhibit, Dogs! A Science Tail—a delightful and educational exploration of our furry best friends. The exhibit combined interactive stations with fun facts and real-world science behind how dogs see, hear, and smell the world. There were simulated sniff tests, sound recognition games, and even a station where you could test which dog runs at your speed!

We walked away not only with smiles but with a newfound appreciation for the bond between humans and dogs—how they’ve evolved with us and how they’ve become so tuned into our emotions and behaviors.

Lunch & a Stroll Through Roses

After a morning of exploration, we grabbed lunch at the Science Center café. Refueled and recharged, we took a short walk next door to the Exposition Park Rose Garden.

In full bloom, the rose garden was a peaceful contrast to the bustling energy of the museum. Dozens of rose varieties filled the air with fragrance and painted the garden in vibrant pinks, reds, yellows, and whites.

The California Science Center didn’t disappoint, and combining it with a visit to the neighboring Rose Garden made for a perfect family day. Whether you’re local or just visiting LA, this duo of nature and science offers the kind of fun that sticks with you—both in photos and in memory!

City of Angels: Our First Two Days Exploring Los Angeles

We kicked off our Los Angeles trip with excitement, curiosity, and a bit of awe. Traveling as a family with our toddler in tow, we knew we wanted a mix of calm moments, fun experiences, and meaningful sights. And LA did not disappoint. Our first two days set the tone for a wonderful trip full of discovery and beauty.

Day 1: A Quiet Start at the Cathedral of Our Lady of the Angels

Our trip began on a peaceful note with a visit to the Cathedral of Our Lady of the Angels, a striking architectural landmark in downtown LA. From the moment we stepped onto the plaza, we were struck by the scale and serenity of the place. The cathedral’s modern design—earthy stone, clean lines, and towering ceilings—creates a sacred space that feels both grand and inviting.

Inside, soft light filtered through alabaster windows, casting a warm glow on the vast sanctuary. The tapestries lining the walls, each depicting saints from across cultures and history, added a rich spiritual texture. Our daughter was fascinated by the space—quietly pointing to the ceiling, then to the massive organ pipes above.

One of the most moving parts of the visit was exploring the mausoleum beneath the cathedral. It was beautifully quiet and reverent, with walls lined with crypts and artistic touches throughout. It was a moment of reflection in the middle of a busy city.

Day 2: Wild Fun at the LA Zoo

The next day, we flipped the pace completely with a visit to the Los Angeles Zoo, tucked into Griffith Park. It was the perfect family outing—spacious, shaded, and full of animals that kept our daughter wide-eyed and giggling throughout the morning.

The children and farm section is what we started off with and then visited the different sections where we saw meerkats and kangaroos and giraffes and much more.

Wrapping Up Our First 48 Hours

The first two days in LA gave us a taste of the city’s diversity—from sacred stillness to wild wonder. The Cathedral of Our Lady of the Angels reminded us of the spiritual and cultural depth of this city, while the LA Zoo offered lighthearted family fun and a closer look at nature.

If these two days are any indication, LA has something for every mood and moment. And we’re just getting started!

A New Dawn: Pope Leo XIV

The world held its breath. Whispers echoed through St. Peter’s Square. Then, the white smoke billowed, and the bells of St. Peter’s Basilica began their joyous peal. But the name on everyone’s lips was not one many had predicted: Cardinal Robert Provost.

In a stunning turn of events, the College of Cardinals has elected the first-ever American Pope. Just as the last conclave surprised the world, this one has delivered a seismic shock, challenging our expectations and reminding us that the Holy Spirit moves in mysterious ways.

A Shepherd from Louisiana

Cardinal Provost, until recently the Archbishop of New Orleans, is known for his deep humility, pastoral heart, and unwavering commitment to social justice. His background is a far cry from the halls of Vatican power, a testament to the Spirit’s ability to choose the unexpected. This is a man who has spent his life walking with the people, listening to their struggles, and advocating for the marginalized.

The Spirit’s Unpredictable Path

For weeks, the pundits had offered their predictions, their lists of papabili carefully curated and analyzed. Yet, as so often happens, the Spirit has defied human calculations. This election reminds us that the Church is not a political machine, and the papacy is not a prize to be won through earthly maneuvering. It is a sacred office, and the Spirit guides the Church in ways that transcend our limited understanding.

A Church for All

What does this election mean for the future of the Catholic Church? It’s too early to say for certain, but Cardinal Provost’s background suggests a papacy marked by:

A focus on the peripheries: A deep concern for the poor, the immigrant, and those on the margins of society.
A commitment to dialogue: An openness to listening to all voices, both within and outside the Church.
A call to unity: An emphasis on healing divisions and building bridges between different communities.

Bishop William McGrattan, the president of the Canadian Conference of Catholic Bishops, said he’d met Prevost many times as the new Pope used to head the dicastery for bishops.

“I found him to be very sensitive. I would say, a person who listens first before speaking,” McGrattan said at a news conference.

The bishop said he believes Prevost’s experience working in missions will bring the perspective “that the Church is universal and the Church needs to speak to all peoples of all countries.”

McGrattan added that Prevost had a kind of depth to him and a clear “sense of justice.”

“A very quiet man but very somewhat humble in his demeanor,” he said. “I hope that the world will begin to see this as he begins his pontificate.”

The Canadian bishop called it “extraordinary” that the new Pope’s first address was on handwritten notes.

“But he did talk about the issues that are pressing: peace in the world, the issue of many injustices. And I think that is setting the tone for what he wants to continue in terms of the papacy, that we need to be reconciling, we need to be bridges in which the voice of peace,” McGrattan said.

A Time of Hope

This is a moment of profound hope for the Catholic Church. A new chapter is beginning, and the Spirit has once again shown that the Church is alive, vibrant, and capable of renewal.

As we welcome Pope Leo XIV, let us pray for him, that he may be a faithful shepherd, a courageous leader, and a true servant of the servants of God. And let us open our hearts to the surprising ways in which the Holy Spirit continues to guide us all.

Figma Config 2025: Key Takeaways for Tech Teams

Figma Config 2025 just dropped a whole bunch of shiny new toys, and you know I had to dig in and see what’s actually going to matter for us in the web and mobile world. Forget incremental updates; this Config felt like a strategic leap, blurring the lines between design and code in exciting new ways.

Here’s the lowdown on the cool stuff that truly matters to us:

The “Wow” Moments & What They Mean for Us:

Figma Make: AI That Actually Writes (Some) Code?! Okay, this one’s wild. Imagine just telling Figma what kind of button or widget you want, and BAM! It spits out actual code. No more pixel-perfect handoffs that still need a dev PhD to implement.

For Architects: Think super-fast prototyping. Want to see if that crazy UI idea is even doable without spending days on a proof of concept? Figma Make could be your new best friend for quick tech checks.
For Developers: Look, it’s not going to write your whole React app (yet!), but it could seriously speed up the grunt work of basic UI components. Plus, it gives you a much clearer starting point from the design, which is always a win.

Figma Sites: Designers Building Websites?! So, Figma’s letting designers go full-on web builder. Drag, drop, boom – a website. Responsive and (apparently) all that jazz.

For Architects: How does this fit into our grand plans? Probably for simpler stuff – marketing pages, landing sites. But we gotta keep an eye on how these “no-code” sites play with our complex backend systems.
For Developers: Could this free us up from building every single little marketing site? Maybe! Less basic HTML/CSS/JS could mean more time for the complicated stuff we actually enjoy.

Figma Draw Got Swole: They seriously leveled up the drawing tools. Think easier ways to make cool graphics and illustrations right in Figma.

For Architects & Developers: Okay, we’re probably not becoming digital artists overnight. But better design tools mean our design teams can create even slicker UIs. We just need to make sure we can actually build those awesome visuals without melting our users’ phones.

Figma Buzz: AI for Marketing Content – Less “Lorem Ipsum” Drama: Figma’s throwing AI into the mix for generating marketing content. Think on-brand images and text, whipped up pretty quickly.

For Architects & Developers: This means more and more diverse assets flowing into our web and mobile apps. We need to make sure our systems can handle all the different content types and integrate smoothly with marketing tools.

So, What does it mean for us?

Designers and Developers: Officially Besties (More Than Before): These new tools are pushing us closer together. We’ll be talking the same language earlier in the process.
Faster Experimentation is the Name of the Game: Quick prototypes and even basic working sites mean we can test ideas faster and fail cheaper (hopefully!).
New Integrations on the Horizon: Expect Figma to want to play nice with even more of our dev tools and platforms.
Focus on Extensibility & Maintainability: While no-code solutions might handle simpler use cases, our expertise in building robust and maintainable systems will remain crucial for complex applications. We need to ensure that the outputs from tools like Figma Make and Figma Sites can be effectively integrated and extended.
The Rise of the “Design Engineer”: The concept of a hybrid role – someone fluent in both design principles and code – is becoming more relevant. We should consider how these evolving tools might impact our team structures and skillsets.

Figma Config 2025 wasn’t just about UI design; it signaled a significant evolution towards a unified digital creation platform. As architects and developers, we need to embrace these changes, explore the potential of these new tools, and strategically adapt our workflows to leverage the increased collaboration and rapid prototyping opportunities they offer.

The future of building web and mobile experiences is becoming more integrated, and understanding these advancements is crucial for staying ahead of the curve.

Cold Now or Cold Later: Why You Should Jump In Scared

You’re standing at the edge. The water below is icy, your heart races, and your mind is spinning with reasons to delay. Maybe if you wait a few minutes, the water will somehow feel warmer. Maybe you’ll feel braver. Maybe you’ll be ready.

But here’s the truth: the cold water doesn’t get warmer if you wait to jump. It stays cold. And the longer you hesitate, the stronger the fear feels.

That fear—that resistance—isn’t a sign to stop. It’s a signal that you’re standing on the brink of growth. Whether it’s a tough conversation, a new role, a creative leap, or a life-changing decision, you’ll never feel ready to do something that truly scares you. So stop waiting for the perfect moment. Jump in scared.

Do it afraid. Do it unsure. Do it imperfectly.

Because confidence isn’t something you find before you act. It’s something you build through action. The first step is shaky. The second might still feel wrong. But with each step, your courage compounds. You gain proof that you can do hard things—not in theory, but in lived experience.

Too many of us wait to feel ready. We think courage is the absence of fear. It’s not. Courage is action in the presence of fear.

So whatever it is you’re hesitating on—launching that idea, applying for that job, speaking up in that meeting, starting over—ask yourself: Cold now or cold later? Because waiting doesn’t warm the water. But jumping in? That changes everything.

Feel the fear. And do it anyway.

The Quiet Plea From Your Future Self

We don’t hear it often, but it’s there—a quiet, hopeful voice echoing from the future. It’s not asking us to achieve more, hustle harder, or fix everything. Instead, it’s offering a simple, profound plea: Enjoy where you are. Right now.

The Illusion of “When”

We live in a culture that thrives on forward motion. We’re constantly reaching for the next goal, the next milestone, the next version of ourselves. “I’ll be happy when…” becomes a silent mantra. When the job stabilizes. When the kids are older. When the house is finally bought. When the body is fitter. When the bank account is fuller.

But what if, in 10 years, the version of you with the job, the house, the stability, and even the gray hairs could speak to you now?

What if they didn’t ask you to move faster, but slower?

What if they reminded you that the in-between—the messy, uncertain, trying-but-hopeful moments—are the moments you’ll miss the most?

This Version of You is Worth Loving

Yes, you’re figuring things out. Maybe you’re healing. Maybe you’re building. Maybe you’re just holding it together. But this version of you is not a draft. It’s not a waiting room. It’s not a stepping stone.

It’s a full chapter.

Your future self might envy the laughter you have now, even if it’s rare. They might miss the tiny chaos of your current home, the way your child mispronounces a word, or the way you once looked in the mirror unsure but growing. They might long for the friendships you haven’t realized are golden yet, or the freedom you have to dream without the weight of what you later learn.

Practicing Present Joy

So how do we honor this unknown quote in our daily lives?

Pause and name the good. It might be small—a cup of coffee that hits right, a morning without rush, a text from someone you love. These are life’s secret jewels. Talk kindly to yourself. Your future self would likely speak to you with more grace than you allow. Learn to echo that tone. Mark moments, not just milestones. Don’t wait for a promotion or vacation to celebrate life. Celebrate quiet Tuesdays. Let “enough” be enough. For today, your efforts, your love, your presence—they are enough.

A Letter to Yourself

If you could sit with your future self—10 years older, wiser, and perhaps more sentimental—what would they say? Likely not: “Why didn’t you achieve more by now?” But more like: “I wish you smiled more. I wish you danced more. I wish you realized you were in a good part of the story.”

Let’s not wait 10 years to see it.

Your life today, with all its imperfections and waiting, is the dream of a former you—and the nostalgia of a future you. Don’t rush through it. Savor it. Live it fully.